The Challenge:
Get a younger male audience excited about Cirque du Soleil's epic Las Vegas spectacular KÁ.
The Solution:
Partner with Marvel comics to create a comic book that tells the story of KÁ and then give fanboys the chance to appear in the comic book by choosing which of the tribes from the story of KÁ they would join and by recruiting their friends to do the same. The winner was chosen from the tribe with the most members and was immortalized in the limited edition KÁ comic book from Cirque du Soleil and Marvel Comics.
The Results:
With zero media dollar spent, the campaign garnered more than 10,000 entries and 5,000 new Likes for Cirque du Soleil on Facebook.
