SCAVENGER HUNT AWARDS
Helping La Sirena stores steal the show during the biggest TV event in the country.
The glamorous red carpet, the highest ratings, and lots of tweets - Soberano Awards are a huge thing in the Dominican Republic, and Tiendas La Sirena wanted to benefit from its buzz, especially since it aired the same day our Aniversary Month Campaign launched.
We could not sponsor the show nor mention it in our social media, therefore we focused our strategy on hacking into the dynamic of the live event to make us look like we were there. That's when we found a curious and kind of funny insight: some articles you can find on our shelves are always part of an event like this - from the bobby pin to hold together all the fancy hairdos, to the stunning shoes you could perfectly rock on any the red carpet, that's why we invited people in their homes to find those articles during the broadcast of the Awards, using the camera on their phones.
We partnered with a social media comedian and influencer to make a series of videos of him posing as an awards show host. Without even mentioning the name of the event, but using a lot of play on words and funny catchphrases, we challenged people to take pictures of their TV screens when celebrities could be seen "wearing" one of our products, then upload it to Twitter and Instagram using our campaign hashtag to win a prize.
The results were great! People flooded the feed with pictures of "our articles" and we became the biggest star of the event, without even leaving our office.
Date: June 2016
Client: Tiendas La Sirena
Role: Creative Strategist & Supervisor, Copywriter | Pagés BBDO, Santo Domingo
KEYWORDS
Influencer Marketing | Social Media |
Real Time Marketing |
Content Strategy | Gamification strategy | Promo Activation
Throughout the TV Broadcast, we released the challenge videos one by one.
Each video containing a different article.
People flooded the timeline with pictures from the red carpet and the event, showing us where they found our products.
We also prerecorded a series of reactions to engage in the conversation in real-time the entire night.
The initiative was a great success and we were part of the award show, without leaving our office.
Our hashtag trended that night, unlike other brands that had a really strong presence during the TV broadcast and other digital initiatives.
We even ranked higher than other mayor local celebrities that performed during the awards.
