Candies share a box. Fans share content.
Hot Tamales and Mike and Ike are perennial favorites in movie theaters across America. To celebrate the launch of the highly anticipated movie Warcraft, the brands teamed up to release Battle Blend—a cherry and cinnamon flavored candy.
Market Reality
While both Mike and Ike and Hot Tamales have a loyal following that spans every generation, their partnership with Universal Pictures and Blizzard Entertainment was an opportunity to reconnect with the candy brands’ core audience: gamers and geeks in their teens and twenties.
Market Opportunity
We designed and developed a series of microsites and assets to support Mike and Ike’s and Hot Tamales’ Choose Your Side, Choose Your Trip campaign. The campaign invited fans to submit codes from specially marked boxes online, choose a “side” from the movie, and enter to win a trip to either Stonehenge or Chichen Itza.
Invention Strategy
We recruited influencers, raised awareness on social, and encouraged visitors to share organic content. The contest drew more than 42,000 entries—easily beating the client’s target of 20,000. Of those contestants, 36 percent shared their choice on Facebook or Twitter. Industry standard for engagement, by the way, is right around 10 percent.
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INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
