warburtons social media campaign
DESCRIPTION
TRANSCRIPT
_Crunch Time – a social media competition.
_Last year, we helped Warburtons launch some new snacks.
Their names were slightly bonkers, but behind the cartoon packaging was a tasty, healthy alternative to fatty crisps.
_The launch was very successful – strong messaging and a very evocative look and feel. But how to follow it?
_A social media driven, online competition.
_We began by building anticipation and a loyal social network following, in the 6 weeks leading up to Crunch Time.
Activity included seeding hashtag # games on twitter…
_And a fiendish Mystery Word game.
_By the time we launched Crunch Time, Warburtons Snacks had:
1,000 Twitter followers 850 Facebook fansMultiple forum discussion pages
_Questions were posted at 12 and 4pm every day, with the answers to be found somewhere on the site.
But there was a catch.
The site was built on a sophisticated CMS, allowing us to change any content in real time.
So players had to visit the site at exactly the right time, to get exactly the right answer.
_Some people enjoyed it
_Some not so much…
_But it created a huge amount of buzz and chatter
_Of course buzz and chatter is all fine and well, But what about results?
11,000 competition registrations
Hundreds of pages of forum discussions
Average site dwell time of 6-7 minutes
Shops selling out of snacks across England
_The campaign took off like wildfire…
Unfortunately, so did the factory.
