Can you bear this?
Few agencies would dare to pitch an idea that involves a brand character going indeterminately missing.
And only a few clients would be bold enough to green light such a scenario. We were fortunate to work with one of those clients.
To reach and engage fans of the brand Endo, we came up with a promotion titled “Missing Bear”. Suddenly,
the brand character, a lovable teddy bear, was nowhere to be found. He was gone from the shop shelves, gone from the e-store, and he apparently went dark on Facebook… This was unbearable, so we called a search for
a worthy substitute. It was held as a competition, where candidates could submit either photos or videos
of themselves as the perfect Acting Bear (each type of entry was eligible for a separate prize). The winners took home a substantial sum of money!
PS. The original Bear was found safe and sound.
Missing Bear. This initially a bit upsetting, but ultimately playful promotion was themed around the disappearance of the Endo Bear and the search for his replacement. This is the Endo Bear as seen on a website designed exclusively for the promotion. In addition to instructions on how to enter the competition, the site offered tips for fans (some big, some very little) willing
to adopt a believable teddy bear look.
The website was integrated with a YouTube channel and a Facebook app. This ensured that everyone, everywhere could participate in the competition or enjoy watching efforts of the others.
Submissions were accepted in two categories: as photos or video clips. Participants put much creativity into their entries – some painted their faces, others wore bear costumes, and one fan went as far as to jump out of a plane!
