The most engaging campaigns on digital are contests. However, even if these campaigns obtain the higher scores In terms of engagement, the interaction is most of times, poor. We decided to come up with a concept of contest online that would reflect the brand positioning and give a first taste of what Very Bad Kids can be.

Introducing: I (actually) read and agreed.

The first contest to be as “sour then sweet” as it could be. We made a website showing only the terms and conditions of the contest for the contesters to actually read the Terms & Conditions of our promo. Obviously the terms and conditions were particularly long with prizes particularly sweet.

The online activation was launched at the end of May, during 3 weeks.

Technically speaking, we developed the platform in collaboration with Google Chrome to create the sourer and then sweetest experience ever. Google shared with us the voice recognition API, so nobody can cheat or say other words. As the legal terms weren’t sour enough, we added more than 50 extra pages of nonsense: legal text about Martians, robots, cats, and birthday songs… All that, of course, while Very Bad Kids followed the participants disturbing their reading.

We set up a reward system with smartphones, cinema tickets and candy packs to be won.

They gave it all… The winner broke an impressive 4 hours, 5 minutes and one second reading terms and conditions. More than 100 000 contesters spent on average 24 minutes having a sour then sweet experience on the website.

The sales drastically increased during the game period (x13) (according to Leclerc, most important retailer in France)

We’ve launched a campaign aiming our target audience to digitally taste a new and unknown candy on the French market. This campaign participated to the best candy launch ever made in France.

The main objective was to drive teenagers (our buying target audience) to have a taste of the Very Bad Kids product experience

In 2015, teens, aged between 13 and 19, spend on average 13 hours and 30 minutes on the Internet each week and 69% play online games (Data from Ipsos, 2015). We therefore developed an online platform where everyone could play the game, reading, out loud the terms and conditions.

Sour Patch Kids is a well-known candy in the USA and the brand was about to be launched in France by the name of Very Bad Kids. Our task was, through a digital activation, to render the brand new candy concept: “First, they’re sour. Then, they’re sweet."