Une campagne de noël basée sur l’engagement des fans et sur un concours dans la timeline.
DANETTE /ONCE UPON CHRISTMAS
Facebook
KRDS Scope
Brief
Last December, France’s favourite dessert brand, Danette, has teamed up with KRDS to offer the brand’s 1.7 million Facebook fans a very unique experience.
Concept
What we came up with? An extraordinary participative Christmas adventure for Danette’s fans, called « Once upon a time, there was christmas »! Each day from December 1st to December 25th, fans were to help Ludo the elf to investigate and find Santa’s disappeared Danette desserts back. Fans were also invited to solve riddles,contribute to investigations and take part in Timeline contests. On several posts, they were to decide the next step of the story, which was then rewritten in accordance with the majority of fans’ responses.
Danette has won almost 10 000 fans in December thanks to the campaign. Over 11 000 fans have posted comments related to « Once upon a time, there was Christmas ».
