Brief: A campaign position that feels relevant. The majority of Klondike's audience is ages 65+, the objective is to attract younger generations in efforts to widen audience range.
The following online campaigns are designed to engage the public in the form of contests. The first idea started as a chance to win a trip to the Bahamas to chill with Snoop Dogg: Tag moments you find yourself overcoming a challenge to get to your chill moment. This idea reinforces Klondike's "What Would You Do" campaign. Bringing a celebrity into the tenants of the campaign serves a higher purpose to help increase PR for Klondike. This idea later turned into and sparked the new and improved "What Would You Do" campaign with Anna Faris that is currently running: adage.com/article/cmo-strategy/klondikes-what-would-you-do-catchphrase-back-online-campaign/2164126
The second idea also helped spark the tenants for the current campaign with Anna Faris as well. This is an example of a possible social media post designed to engage the public in a scavenger-hunt contest. Client will post clues on their Instagram revealing new locations for their following to find the chillest party ever. Party locations will be at well known landmarks. Each party will have a mystery celebrity that will be the host.
An animated gif marketed around the world cup. Gif is live on Klondike's official Instagram account.
