Situation:
Fox’s were launching a new Christmas pudding into a busy, own label-driven category
Problem:
How to launch the product to its 255,000+ Facebook fans in a creative way to generate excitement and awareness
Solution:
Create a story that brand icon, Vinnie was using Fox’s Christmas puddings to smuggle valuables. His consignment had been stolen by rival mobsters, and he was now asking his fans to help retrieve them
Innovative communications:
Developed a geo-location treasure hunt competition, giving fans the chance to track ‘real life’ mobsters across the UK to earn a reward. By ‘checking in’ to various locations using Smart phones, mobsters left a trail through Google maps which fans could follow through the Facebook fan page
Business growth?:
In one week, generated a total reach of 73, 856 unique fans, increased Facebook fan engagement levels by 34%. and attracted 1,1150 new people to join the community. Pudding sales outperformed targets
Posted by James on March 16th, 2012
