Title	REAL LIFE SNAKE
Brand	WYBOROWA
Product/Service	VODKA
Category	C02. Use of Mobile
Entrant	PERFECT FOOLS Stockholm, SWEDEN
Idea Creation	PERFECT FOOLS Stockholm, SWEDEN
Production	MADE BY FOREST Los Angeles, USA

Name	Company	Position
Tony Högqvist	Perfect Fools	Creative Director
Amit Raab	Perfect Fools	Producer
Philip Arvidson	Perfect Fools	Art Director
Mattias Mattisson	Perfect Fools	Art Director
Karl Nord	Perfect Fools	Motion Designer
Melissa Nilsson	Perfect Fools	Designer
Patrick Dry	Perfect Fools	Creative Director
Amelia Dale	Perfect Fools	Copywriter
Josefine Enelid Roos	Perfect Fools	Producer
Eric Karlshammar	Perfect Fools	Account Director
Tony Sajdak	Perfect Fools	Technical Director
Mikael Palm	Perfect Fools	Developer
Anna Lindequist	Perfect Fools	Head of Production
Stefan Lagergren	Perfect Fools	Developer
Kim Korte	Perfect Fools	Developer
Maceo Frost	Made by Forest	Director
Tussilago	Tussilago	Music
Made by Forest	Made by Forest	Film production company

The Campaign

To encourage people to rally behind our cause and discover the thrills that go alongside a more daring approach to life, we needed a fun and engaging way to get the message out there. The solution was an app, that brought to life the classic game ‘Snake’ - a game our target audience remember fondly from youth. The essence of the game was simple. Players had to always visit new places and see how long they could last without crossing their path. Even the slightest crossover results in a game-over. Using the GPS of the phone, the app gave players a field of 10 x 10 km relative to their location.

Campaign Success

To launch the campaign at the end of february, we teamed up with social media personality Jon-Paul Piques in Los Angeles and gave him the first chance to explore his neighbourhood with our new game. We documented his adventures as he managed to stay in the game for 3 whole days. From the material we made a teaser trailer and launched it on Facebook and Youtube. In the trailer, Piques introduced the app and challenged his followers to try it. We combined it with a media mix of Facebook and Instagram to make sure as many as possible of our targeted groups could see the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

The total media reach is estimated to be 13.2 million in reach. Sales increased by 23% and more than 1,4 million people have seen the teaser trailer and the campaign has been mentioned in numerous blogs and on many, many sites. The app engagement in our target group is high and today there are Pathbreakers in 91 countries. Together people have walked a distance approximately equal to the Pluto's diameter, 2.400 km, and counting and the brand's facebook fans increased by 307%.

Explain why the method of promotion was most relevant to the product or service

Wyborowa has a strong call, Dare To Explore. To challenge our audience to do just that, we created a game that got them to live the brand and leave their comfort zone. By playing a real-life version of the game Snake, the players needed to explore new territories in their neighbourhood to avoid crossing their own paths. The interaction from consumers was not only seen in comment sections but most importantly in the widespread use of the app, users in 91 countries played the game in their neighbourhoods and spurred each other unto the leaderboard to beat the high score.

70% of our core audience claim to suffer from FOMO (fear of missing out) but at the same time, they also feel bored with their everyday routines, could we tap in to these two trends and provide a solution? (audience based on two major surveys performed in the US/UK ages 18-32). Wyborowa doesn’t have the marketing budget of Absolut or Smirnoff. So to grab attention with a limited budget, our marketing strategy was highly dependent on social media. We collaborated with well-known social media influencer Jon-Paul Piques, who is hugely popular amongst our target audience - and gave him the starring role in our campaign. And as everyone owns a smartphone, we made sure the campaign was entirely mobile, so as many people as possible could interact with the app, teaser trailer on Youtube and the social media channels used by our influencer.