The Brief

We were asked by Toshiba UK to develop a campaign that would amplify their sponsorship of The Dark Knight Rises and help bulster their social media following by increasing engagement levels as well as community numbers

The Strategy

Being the technology sponsor of arguably the biggest film of 2012, we needed to create a campaign that would achieve considerable cut through, ensuring the association with Toshiba was not lost in general noise around the film.

We developed a social campaign that created customer engagement around the sponsorship via a property that Toshiba could own, this property was an exclusive screening the day before general release. To fans of this franchise, being able to see the film before the majority was a big deal, something they were willing to work hard at, to win!

The first phase of the campaign was an online treasure hunt where consumers were taken on a trail across the web solving clues and tasks to find a virtual pair of tickets. Once the virtual tickets were found, users were required to return to the Toshiba UK Facebook page and enter the URL. Clues were released every 72 hours at midnight on the Toshiba UK Facebook page.

These clues and tasks included; deciphering morse code, completing a game of pairs, solving a pictogram riddle, finding information on Google maps, decrypting messages hidden within a Spotify playlist and solving binary code.

The objective of this activity was not to generate vast numbers of entries, but to facilitate conversation around the sponsorship on  Toshiba UK’s social channels. Throughout the campaign, excitement and participation increased and there was even a core community of fans waiting on the Facebook page (at midnight) for new clues to be released. One fan even wrote Toshiba UK a song to say thank you for running the campaign.

The second phase was a sweepstake competition where consumers could win a trip for two to LA and visit Warner Bros. Studios. This simple competition ensured there was continued engagement and fan acquisition following on from the highly successful phase one.

Results

• Acquisition of 12,938 Facebook fans
• Phase 1 and 2 of the campaign generated a total reach of 17,225,635
• Highest weekly reach during campaign for the Facebook page was 3,740,732 which resulted in a total potential reach (friends of fans) of 63,872,963 people
• Average of 9.6 comments per wall post (usually 0.9)
• Average of 24.9 interactions per wall post (usually 11)
• Advertising campaign beat KPIs by 162%