Rice Krispies Squares offer people a taste of theunexpected. So to grab the attention of a target audience of 16-24 year olds, weneeded to find something equally as unexpected. Our solution was based on asimple observation of Facebook users – how well did they really know theirFacebook friends?
The idea was to insert an impostor among 50 of the target audience’s Facebook friends, and then challenge them to find them in the quickest time. The fastest times every day would win a month’s supply of Rice Krispies Squares, and the quickest time the week would win £500.
The fact that most people don’t even remember who they’re friends with made the game funnier and increased talkability.
In 12 weeks, Find the friend who isn’t! increased Rice Krispies Squares fans from 10,000 to over 100,000.
The idea was to insert an impostor among 50 of the target audience’s Facebook friends, and then challenge them to find them in the quickest time. The fastest times every day would win a month’s supply of Rice Krispies Squares, and the quickest time the week would win £500.
The fact that most people don’t even remember who they’re friends with made the game funnier and increased talkability.
In 12 weeks, Find the friend who isn’t! increased Rice Krispies Squares fans from 10,000 to over 100,000.
Art Direction: Mark Greenwood
Creative Director: Iain Hunter
Flash Developer: Andor Merks
