Objectives
To build on the excitement and interest created by the waterslide TV ad.
Strategy
The waterslide TV ad captured imaginations and sparked significant online conversation with fans setting up Facebook groups, starting debates on Forums and watching the ad online in their hundreds of thousands. Our strategy was to maximise the benefit of this by extending the reach of the campaign and allowing people to interact with it.
Creative solution
The idea was to challenge the public to film their own version of the waterslide ad and upload it to a bespoke Youtube channel. The Youtube community would then vote on the best submissions with the winner being awarded a significant prize. In order to inspire entries we created a 'homemade' version of the waterslide ad which was uploaded to Youtube and seeded to online communities.
Results
We had 41 entries to the competition generating 90 minutes of footage. Given that what we were asking people to do was very time consuming this was a fantastic achievement. We then used this footage to continue extending the campaign. The winning entry, an incredible piece of animation, has been viewed over 270,000 times, with the top six entries and our own creation having received nearly 1.5million views and over 1,000 text comments.
The final accolade to the campaign's success is the launch of a free, dynamic iPhone game where people can experience the waterslide for themselves. Within the first week of hitting the iTunes store, the game rapidly rose to the NUMBER 1 FREE APP IN 57 COUNTRIES and had 2 million downloads. 12 days after launch, we hit 3 MILLION downloads and were still in number 1 spot in all 57 countries making it the most successful free branded advertising game ever to hit the iTunes store.
These campaign elements have truly demonstrated what Barclaycard's One Step Ahead positioning means
<< Back