A content strategy that started on ComicCon the main pop culture event, crossing Twitter and Spotify for the first time thorough "Rock my Post" technology. Later amplified with a strategic media partner and free amplification of a celebrity that provided a lots of media value and thousands of free impacts on target.
CHALLENGE:Our challenge was to provide as much reach as possible for the action figure of Transformers Bumblebee and to generate synergy with the launch of its new film capturing the attention of the target Kids, a very difficult cluster for digital to which we had to enthuse transmitting a particular attribute of the product: music.
IDEA:To use a brand new technology in the world that crosses Twitter and Spotify to broadcast music live within the most important event of the year for the brand, complemented by a strong live amplification in social media with influencers a strategic media channeel and TV.
INSIGHT: Bumblebee is a product of Hasbro, an action figure who also has his own film. He is the main character, but has a particularity: he has no voice of his own and communicates through music. Everything he thinks and feels, he expresses it through different songs that selects from his built in radio. This was the attribute to highlight among children but nowadays hyper-segmented communication makes it complex to reach them.
DELIVERY: We kicked off at ComicCon where we use technology that unifies Twitter and Spotify for the first time in Argentina. Each user that interacted generated organic buzz in their social networks. We immediately amplified within the cluster with a specialized media that covered the event as news in Instastories + live posts. Next, we captured the massive attention with a celebrity who generated a piece of video for TV and additionally shared new content on their social networks.
RESULTS:Social Media results: 3,592,327 impressions. 57,094 interactions. +22,000 views and + ARG$300,000 free media value +143% overdelivery. TV: 73,932 impacts on target kids + invaluable excitement during the event.