Lead agency: Things
Client: TOSHIBA UK
Who came up with the idea?: Hugo Sieiro, Dan Warren and Dan Neale
Who signed it off client-side?: Sarah Dickinson, Toshiba
Who delivered it?: Things With Wings
Things With Wings needed to develop a digital campaign which generated positive brand association and buzz for Toshiba UK by harnessing the sponsorship of the Dark Knight Rises.
The aim was to attract new fans to the Toshiba UK social platforms whilst also engaging the existing community. The activity had to build engagement, not simply attract entries.
The team created “The Missing Links,” a complex online treasure hunt for five pairs of tickets to see the film before release.
Challenges included deciphering Morse and binary code, solving pictogram riddles and decrypting messages hidden within Spotify and other partner sites, which helped cross-promote the campaign.
The complexity of challenges encouraged players to use Toshiba’s UK Facebook page as a hub for discussion, increasing engagement with the brand.
The Facebook page gained 13,000 fans in less than two weeks, whilst the competition reached an audience of over 17 million.
Coverage appeared on blogs such as Den of Geek, Hey U Guys and Average Joes Blog, helping to build credibility for Toshiba UK around entertainment.If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.