POP SECRET: POP! CAMERA! ACTION!
To leverage their association with movie nights at home, Pop Secret wanted to create a digital promotion during the winter movie awards season that included an At-Home 3-D Movie Theater prize giveaway.
- Instant Win
POP! CAMERA! ACTION!
We developed Pop! Camera! Action! — a sweepstakes and instant win game in which users were invited to direct the Pop Secret Kernels in a movie scene and then share their movie with friends.
DIRECT THE KERNELS
Users could create a movie scene using one of three distinct settings: a romantic restaurant, a hospital, and the Wild West. Through sound design and animation we brought these scenes to life, ensuring each setting brought a unique experience. After choosing a setting, users were then prompted to write lines for the Kernels. Through a third party text-to-speech program, the lines were translated into speech and the Kernels would act out each scene through speaking and movement. At the end of the dialogue, the last Kernel to react would pop excitedly, providing the perfect punch line to a joke.
USING SOCIAL TO SPREAD THE WORD
To supplement Pop Secret’s in-store and FSI executions, we went social. On the site itself, we invited users to share their movie with friends, enticing friends to make a movie of their own. Users could also share the site on Facebook. Outside the site, we engaged a network of social influencers to spread the word via blogs and Facebook. These bloggers told their followers details about the site, resulting in many followers visiting the site and leaving positive reviews on the bloggers sites.
TWITTER PARTY — THE SWAG BAG GRAB
During the weekend of the Academy Awards, a Twitter party was held using #popcameraaction as another way to build excitement about the promotion and to give away additional prizes. The big finale of the Twitter party was to drive followers to The Swag Bag Grab, a quick giveaway sub-promotion. The first 100 people to correctly register on the site when the promotion was open won a movie-themed Swag Bag full of prizes.