We turned a 120 minute TV show into our commercial break. 285.378 people played the game during the show. 82.776 of them actually could catch the pink
products they saw. 50.599 Tweets were sent with the hashtag catchpinkifyoucan which was
pembeyiyakala in Turkish. 4.200.000 people watched our ad where they learnt how to play the
game. We had 634,669 clicks on our web banners. All the tweets were revolving around how fun
this game turned the experience of watching a show. It underlined our brand territory which is
enjoyment while connecting the color pink with our pink series.
We announced our game via social media and display media banners including a youtube masthead on the day. On our display banners and on the mobile website itself, there was a counter that shows how much left for the show to start which helped us building the anticipation furthermore. As well as seeding the announcement video on various channels, we utilised the promoted TT on Twitter on the airing date and dominated the TT List with #catchpinkifyoucan hashtag throughout the day. The official twitter account of the show tweeted about the game as well. While the show was on, we carried on engaging with Twitter users in a one-to-one manner and congratulated those who caught the pink and tweeted about it, which created an even bigger affection and interest in our community. audience took the screenshots of the pink products appearing on the show turning twitter and pinterest into our free advertising
Insights, Strategy and the Idea
The challenge: Girls today they don't watch ads and don’t consume traditional channels anymore. They spend most of their time with their mobile and they are obsessed with the TV series and the stars of the series. But they zap or fast forward the breaks. We needed an idea to connect with them.
The objective: To inspire girls to spend more time with Elidor and our new pink range and businesswise increased the Elidor Strong & Shine Hair (pink series) variant sales.
The strategy: We turned a popular TV show into an interactive game
where people could win pink products the actors in the show were using/wearing/riding.
The execution: We advertised the game as a part of the TV show. Elidor Proudly presents a never
before done Medcezir(most loved youth TV series) Experience-Catch pink if you can mobile game.