Bronze Cannes Lion for best use of social audience
The Idea
The team had a great insight: 78% of burglars use social media to find their next target, which led them to the beginning of a great idea. What if we used Mayhem to showcase how real this problem is by actually breaking into a couples home who "overshared" that they were attending the Sugarbowl?
The Case For Social Audience Participation
When we first reviewed the team's approach to the idea, I felt there was opportunity for more digital participation. It made sense to bring awareness to this problem through Mayhem’s already large social audience - 30,000+ twitter followers and 1,000,000+ Facebook friends and pitched a build on the idea:
Harness the power of Mayhems existing 1,030,000+ social audiences:
Use Chirpify to sell the oversharing couples items directly on twitter and facebook
Utilize Mayhems social content management team to post items and comment in realtime
Drive to facebook & twitter form our TV Ads
The Outcome
During the Sugarbowl, #mayhemsale became the #1 trending topic worldwide.
#mayhemsale had over 78million impressions in just 4 hours.
Mayhems social media followers increased by 30%.
We won a Bronze Lion for best use of social audience in a campaign.