Explosive awareness from an innovative social campaign
Key Facts >
Syco needed a campaign to build early hype for the upcoming Little Mix tour that had yet to be organised. Tapping in to the fans’ fierce loyalty and pride in having been “supporters from the start”, we developed the crowd-powered Mixer’s Map. Fans worldwide were dubbed “Original Mixers” and could proclaim their love of the band by pinning their locations – and add Little Mix content – in a Worldwide city vs. city competition to win a visit from the girls.
We targeted the most passionate fans via email then made it as easy as possible for them to share with their friends and persuade them to join their cause.
Each Original Mixer received an exclusive acoustic download as a reward before they told the world via Facebook and Twitter widgets. The top prize? The 10 countries with the most pins won a date on the Little Mix tour route.
An international success, the contest saw 25,000 pins placed in the first 24 hrs, 82,000 within a week and 12,000 page shares