Media Markt was launching a new concept for their electronic stores: -A Friend
After 2 teaser ads, the following ad was aired showing a customer receiving a mystery letter from "A Friend".
To make people aware of this new campaign on digital platforms, we created a Twitter game supported with Vine videos. This way of mixing the platforms helped Media Markt to raise awareness on different social media sites at the same time.
We worked with 7 Vine celebrities to create 6 seconds videos where they all receive a mysterious letter from "A Friend" and then they all go furious! Every video was featuring one electronic item from Media Markt.
Under the videos, celebrities asked their followers what was on the letter that made them so upset. The best answers would win the product shown on the video.
People then came to our website to win the products. All they needed to do was to sent a tweet with the hashtag #birdost (#afriend) and be creative.
Every second day a video was released and the competition took 2 weeks.
Here are those Vine videos:
RESULTS:
Vine
Loop: 4.191.907
Like: 11.736
Revine: 3.248
Comment: 1.848
Microsite
Total sessions: 81.392
Total pageviews: 123.610
Unique microsite visitor: 70.691
People who filled the applicant form: 1.681
People who tweeted via our microsite (Total): 2.600
People who tweeted via our microsite (Total): 2.600
