The Brief
We were tasked to create an exciting experience on the LOL Surprise social media channel to celebrate the launch of the LOL Surprise OMG Remix 4-in-1 Plane. The activation needed to differ from a usual social media competition, it needed to create a big impact and generate hype from the already engaged LOL Surprise community.
Our Response
We hosted a major competition giving our Instagram fans the opportunity to secure a ‘place on the plane’, this was a one-in-a-lifetime chance to feature on the Instagram channel, along with the chance to win a host of prizes, including the plane.
To create conversation and engagement around the competition we worked with three influencers who all took to their channels sharing grid and Story content with messaging surrounding “are you ready for take-off? LOL Surprise has an exciting competition coming soon”. We then hosted a series of teasers on our channel to let fans know to expect something big.
Once the competition was live and we were receiving lots of interest and entries, we created daily plane themed stories to encourage excitement around the product, with regular pushes to the competition to ensure we were hitting the maximum amount of entries. Whilst this content was live on the channel, we also created off page plane ads pushing to selected retailers to really drive awareness around the product.
We then chose 10 winners who won ‘a place on the plane’, they were asked to send their images in and we featured them on the channel:
The Results
This was an innovative campaign using a mechanism we’ve never worked with before to drive engagement and audience participation. Our 2021 strategy focuses on giving back to the community of fans who make the channel so successful and this campaign really hit that objective, whilst also delivering strong results of over 10k engagements and 750k reach.
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