Win holidays forever. That was the promise for those who found the lucky vouchers in Trident packs during the summer. The challenge for us was to create a whole campaign around the on- pack promotion and generate buzz around the contest, mainly through digital media.
We introduced Tilemachos, the main hero of an anticampaign, who tried to boycott “Holidays Forever” to keep the gift for himself. Starting from Facebook, he uploaded photos and videos, commented on the page of Trident and interacted with other users to stop them from participating. Unfortunately for Tilemachos, his efforts had the opposite result.