If we wanted to switch bus travelers, we needed to prove them that being sited on a bus for so many hours is a real nightmare.

Suffer For The Last Time Challenge

We made 3 spots whit 3 buses in strategic cities, and invite people to remain sited for as much as they can. The last contender to remove off his seat will win $200,000 in flights.

Invitation:

3 social media videos whit mexxican experts that never leaves their seats.

Selection:

We use a landing page to receive their inscriptions, and we select 256 of them.

Challenge:

We execute the experience in 3 different states of the country, and contenders well fell one by one, until, after 16 hours we had a winner.

Coverage:

We use twitter to make live report of the all event.

Between Social Media invitations and live coverage we impress more than 57 million possible switchers in Mexico.

57 million targeted consumers

26,000positive interactions