“25 Seconds Game”

Aims:

• Generating visibility for the 100th Anniversary of Subbrand FriXion
• Attention to the FriXion Limited Edition
• Listing support

Idea:

• You have 25 seconds to paint a sausage with ears!
• We have put these and other weird tasks to the users in the framework of the 25 Seconds Game.
• The participants had exactly 25 seconds for the tasks.
• It was not about the most beautiful drawing, but only about the spontaneity of the participants!
• Every participant got a little profit afterwards – from pencil packages to Jochen-Schweizer vouchers to small drawings to print out.

Activation channels:

• We extended the campaign through the PILOT Socia Media channels on Facebook and Instagram, as well as through two media co-operations with UNICUM and Bravo.
• In addition, the action was presented at the Bravo stand at the You Summer Festival: Visitors could play the 25 Second Game there on iPads

Results:

• 14,000 entries with 6,000 unique users (2.3 participations per user!)
• Total reach: 17 million
  o Social Media: 14.2 million
  o Media cooperation: 2.8 million