Title	APERICUBE - THE CUBE HUNT
Brand	GROUPE BEL
Product/Service	APERICUBE
Category	C01. Use of Social / Digital Platforms
Entrant	GROUPE BEL Suresnes, FRANCE
Idea Creation	STEVE PARIS, FRANCE

Name	Company	Position
Guillaume Lartigue	Steve	Co-CEO and Chief Creative Officer
Edouard Dorbais	Steve	Creative Director
Dany Huang	Steve	Artistic Director
Lauren Hatton	Steve	Copywriter
Sandrine Delabre	Steve	Registrant

Why is this work relevant for Direct?

The Cube Hunt is a live event that took place on the most popular live platform of the moment: Twitch. With more than 120,000 viewers during three days of events.

Background

Apericube is a patrimonial French brand made of funny small cheese cubes in various flavors, and designed to be served as aperitifs or snacks. Apéricubes are well known but less consumed by Gen Z. While this generation knows all about cubes, they find them in their favorite video games. To rejuvenate Apericubes and release its entertainment potential. To do so, we played with its iconic and easy-to-appropriate cube shape to transform the traditional Easter egg hunt into a never-before-seen "cube hunt".

Describe the creative idea (30% of vote)

We decided to use the iconic cube shape of the product and turn it into a gaming feature. During the Easter holidays, we launched a never-before-seen epic event: The Cube Hunt, in the most cubic video game of all time : Minecraft. During a 3-day Twitch event, players had to hunt a maximum amount of Apericubes in 3 beautiful maps especially created for the brand. Games had to play together to find the cubes and unlock the different maps, collect items and, finally, beat a dragon. Th more players hunted Apericubes in the maps, the more chances they had to win a reward.

Describe the strategy (20% of vote)

Apericube has everything Gen Sers love: it’s tasty, it’s colorful, and its cube shape makes it super playful. Juste what this generation needs in 2021. Apericube is the perfect product for them. They just needed a smart reminder. And there is one universe where cubes re really cool : Gaming. From building blocks to loot boxes, cubes are everywhere in video games! It is therefore on this field that we will be able to reconnect the brand to this generation.

Describe the execution (20% of vote)

The event was launched live on Twitch by an influencer @Theguill84, who gave access to the first map. Then the hunt continued until April 6: Each time a player collected an Apéricube®, he earned points and a riddle was proposed in the chat in order to win more (like the famous questions usually found on the Apéricube® in real life). He also received equipment to face the dragon in the last map. The number of common points for all players increased with each Apéricube® discovered, in order to access the next level, and therefore the next map. The player who accumulated most points thanks to the hunt for the Apéricube® cubes won a latest-generation console and the next nine players in the ranking won Steam prepaid cards. The operation was also relayed on Twitch, on the Apéricube® Instagram and Facebook accounts, and on the influencer's social media channels.

List the results (30% of vote)

This cube hunt was a real success and became the2nd most played Minecraft event of all time in France within the first hour of launching. Here are some results: 120 000 viewers on Twitch, 850 000 cubes hunted, 50h of « try hard » for the winner, 10 000 000 reach.