Cannes Lions

GOLD

BBH, New York / WORLD GOLD COUNCIL / 2012

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Overview

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Credits

Overview

Execution

We devised a social experiment where our hero, Miranda, asked compassionate individuals to scour the mean streets of the big apple and the meaner streets of the World Wide Web to find and return her lost gold ring. A video billboard in Times Square kicked off the effort. On Twitter, Miranda retraced her steps through NYC. The WGC Facebook page let fans track of the contest in real time. For the truly dedicated, tougher clues were hidden on Yelp, Craigslist, Times Square wild postings, real time email responses, tumblr… Even a menu from a hole in the wall SoHo restaurant.

Outcome

For just $7,000 in paid promotion, we demonstrated how important a gold wedding band is to a marriage. We got people talking about gold in a positive way, with thousands of ring hunt conversations on Facebook, leading to over 9,500 new fans. On Twitter, we had 1.25 million impressions, with 2,000 clicks from tweets.Ultimately, the emotional response was staggering. People were desperate to help Miranda - tweeting her late into the night, even offering up their own wedding bands to replace hers. A commitment that truly proved the intrinsic worth of a gold band.

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