CMW inherited Trident’s “mess with your head” proposition from creative agency (JWT) and the agency has developed this engaging strategy to flex this proposition in a digital space through Bebo.
Trident also sponsored the UK traveller on the Gap Year, Bebo/Endemol’s interactive drama series which followed six Bebo users on a globe-trotting journey that were documented on the site through video diaries, blogs and photos.
CMW’s campaign cleverly built on branded content integration within online programme Gap Year and “Mess with you head” encounters and engagements were built into Gap Year editorial content shown online (see more details below).
The premise of Gap Year is that students from around the world competed for a fully paid for gap year (..well, 6 months). A great example of a “mess with your head” moment was found on Bebo.
Moreover, the Gap Year programme followed the winners through their Gap Year and the Bebo audience were able to vote on the outcomes at certain key moment which affected how the various Gap Year students progressed. In other words, consumers get to affect the programme’s editorial content – a type of online co-creation.
As the Bebo Campaign developed there were new initiatives came through the pipeline, including a range of UGC competitions, e.g. consumers being asked to submit “mess with your head” videos and other content.
CMW’s online campaign revolved around securing maximum reach, engaging with a target audience of 16 to 24 year olds that is notoriously hard to reach, fickle and highly marketing/digital savvy through p2p marketing in a non-intrusive manner.
The Gap Year programme on Bebo was watched by hundreds of thousands of people over a six month period with thousands of viewers visiting Trident’s sponsored page and becoming friends.
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