Cannes Lions

The Anti-Like Promo

LEO BURNETT ARGENTINA, Buenos Aires / WARSTEINER / 2017

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Overview

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Credits

Overview

Description

We created a post in our fan page communicating the following promo: to win a Mini Keg they had to leave a comment in the post and receive the least amount of likes possible. This is how we made the first social network promo in which everyone did the impossible in order to NOT get likes, a very simple premise, but one which created a revolution in Facebook, because in order to win, people liked all the comments in the post.

Execution

We uploaded a post on Facebook with a call to action: “Comment on this photo, the more likes your comment gets, less chances you have of winning”. People commented on this post with creative phrases in order to not get likes. This created a social phenomenon in the social network: the majority gave an average of 20 likes to the rest of the comments of other participants, as a way to be able to win the Mini Keg.

Outcome

With just a one-time investment of a keg, and 100 dollars in media we achieved:

- An explosion of conversation about the brand like never before.

- +800% interactivity vs. ANY previous post in the page.

- 22,112 interactions, with more than 60% of them being organic.

- The peak of active users was 8,355 and it stayed above 3,000 the following days.

- 4,103 new followers in 1 day.

- 441,615 impressions

- Reach 347,968

- This means that lots of people found out that you can now buy Warsteiner in a 5-liter keg.

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