Direct > Digital & Social
VMLY&R, Neuilly-sur-Seine / CHARAL / 2022
Overview
Credits
Why is this work relevant for Direct?
The Buildboard Challenge is a digital experience with a direct call to action (build a virtual Charal Promo billboard, and post it on social tagging the brand to get a sample of the product).
Background
Charal, the largest traditional family meat brand in France, needed to build a connection to a younger, way less traditional audience, to promote its new Charal Burger.
Describe the creative idea
So, we thought: why not do it the other way around, and make the younger audience build it themselves? On the best platform to build stuff: Minecraft. Presenting: The Buildboard Challenge: challenging players to build a virtual Charal burger promo billboard in Minecraft and post in social tagging the brand to get a real Charal burger in return.
Describe the strategy
To build a connection to a younger, way less traditional audience, to promote its new Charal Burger, Charal needed to do something else than a traditional campaign. The idea was to go where our audience spends its time, use their love for gaming, and make them build the connection to the brand themselves, brick after brick - in Minecraft.
Describe the execution
Charal has crafted a unique gaming brand experience. An adventure across the world (Paris, New York, Dubai) to solve puzzles, accomplish parkours, collect all the hidden resources, to build virtual Charal promo billboards, post them and get real Charal burgers in return. The brand experience was promoted by a full campaign on Instagram, with the participation of Influencers (like Aypierre, the n.1 Minecraft gaming influencer in France), and a live event on Twitch.
List the results
Virtual CHARAL burger billboards flooded social channels. Media took notice, and the most famous French gamers joined in - like Aypierre, streaming to his 2.3 million followers. 90.000+ players, 270.000+ hours of priceless brand engagement and 2million+ euros in earned media. The Minecraft community kept building...Creating the first ever in-game billboard media plan entirely built by the players themselves.
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