War goal: introduce Diesel Island at MEN_at_WORK
Strategy & tactics: engage people in the streets to go to Facebook and win amazing DSL Island prizes
Battle achievements: happy faces, lots of user generated content and pretty pink pictures throughout Amsterdam
Got no fans on Facebook? Try this!
In order to promote the Tropical Island theme by Diesel within all MEN_at_WORK stores in the Netherlands we have executed an integrated campaign in which Pinky da Flamingo featured as the main suspect. We woke up at 2 AM and have hidden Pinky in various familiar spots in Amsterdam with an instructions note.
People who found Pinky uploaded their picture on the Facebook page of MEN_at_WORK and won some fantastic prizes. Result: lots of engagement, huge increase in fans, happy people, and wonderful responses.