Global campaign for the worlds biggest girl band
Tapping in to the fans’ fierce loyalty and tech fluency, Fluid 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. The top prize? The 10 countries with the most pins won a date on the Little Mix tour route.
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.
Increasing campaign reach
Each Original Mixer received an exclusive acoustic download as a reward if they told the world via Facebook and Twitter, to incentivise sharing the campaign with friends.