Britain's Biggest Tosser.

SANYO - Britain's Biggest Tosser

Digital Media

Description

With Easter on the horizon, Pancake Day feels like a long time ago - but this year's Shrove Tuesday will live a little longer in the memory following our competition to find Britain's Biggest (pancake) Tosser. Pancake Day is celebrated every year in the UK and beyond and this year we added something extra on behalf of our client SANYO.

Strategy

What better way to demonstrate how fun capturing a moment and sharing it online can be than to ask the great British public to film their pancake tossing antics on Shrove Tuesday? In reality, our choice of Pancake Day was a little more strategic than that. In 2009, there were over 2000 videos posted on YouTube about Pancake Day and tossing pancakes - but no brands had engaged in this content creation. It's much easier for a brand to get involved in an existing conversation than to try and start a new one.

With our objective of creating more of a personality around the Xacti brand in our sights - we developed the Britain's Biggest Tosser competition. Essentially this online competition allowed anyone in the UK to submit a video of their Shrove Tuesday exploits to our microsite and subject it to the public vote. The video given the highest average rating would win a SANYO Xacti CS1 - but anyone using the site would have fun watching people getting creative with their crêpes. We promoted the competition online via the SANYO profiles on Facebook and Twitter. We then issued a launch announcement to all the gadget blogs and culinary blogs in the UK.

Results

The result was over 10k unique visitors, 14k visits, well over 100k video views for the 60 videos submitted directly into the competition and over 4k votes cast. Every new video submitted was shared on Twitter and entrants to the competition were urged to promote their own videos to friends and family via their Facebook and Twitter profile.

or SANYO, the competition has driven a record number of pre-orders for the Xacti CS1, whilst raising its profile amongst a key demographic of social networkers - all of whom are already engaged in making, sharing and watching video online.

Britain's Biggest Tosser [1]