We used an already existing Hyves*-platform and build it into a social community. To grow the fan base we activated the members in a relevant way and engaged them to recruit friends.Central question of the activation: “Who do you choose? Edward or Jacob? Pimp your Hyves page and visualize your choice.” This call-to-action also stated the score: who is the most popular guy (so who has the most pimps).

This way we fuelled the battle of who of the main characters was the cutest, most handsome and sexy and were friends called to also pimp their own Hyves page.We further boosted the campaign with mobile advertising “Whose side are you on?” mailings within Hyves and blog seeding.*Hyves = largest Dutch social media website

Total sales results: +41% (versus benchmark)Number of pimps: 21.076 pimpsTotal pimped profiles viewed: 1.718.155The action (pimp) page visited over 135.000 timesAnd: Edward won the battle!