With a new product about to launch, Auntie Anne's wanted to target frequent snackers and family-oriented communities. Using insights from the now defunct Facebook tabs feature, we knew the network would respond to a re-invention of online gaming.
The campaign was centered around a 10-part game show series that kept the audience guessing. The excitement continued thanks to full account takeovers, targeted link posts, UGC contests, a “How It’s Made” feature and several cheesy GIFs.
Our targeting abilities brought it all together. Each video ended with a cliffhanger, inviting fans to guess the outcome. We then showed previous viewers each follow up, developing a highly engaged conversation between brand and consumers.