Kinder Bueno is a love brand among millennials who love challenges, experiential and ad hoc activities that make their days unique. Bueno can be found almost everywhere! Through this activation we wanted to fill the whole city with Bueno points and motivate consumption.
Because of the product’s popularity and the fact that people ask for Bueno anyway, some mini markets did not promote as much as they could! The digital activation around Loc Bueno aimed to get consumers to ask for the product in several POS locations and spot these location on a digital map.
A fresh, modern, minimal microsite was developed where users had to pin the location where they found their beloved Bueno. Those pins formed a digital interactive map with all Bueno places in Greece & Cyprus. Some users went the extra mile and uploaded a selfie photo with their Bueno and shared it with all the fans. To increase the virality of the campaign we involved a number of influencers, popular among the millennials and social media. Two actors, one fashion blogger, a BMX idol and a water ski champion.
Users embraced the activation and within 16 days the activation reached the following figures:
Photo uploads (UGC): 91
FB Fans gained: 2.350
Total Reach: 342.530
Total Engagement: 6.048
Posts from Influencers: 12