Fusebox games wanted to create brand awareness and ultimately generate downloads of the X Factor Life Game. They were looking for authentic content that fit well with their target audience of mostly teenagers who are interested in the X Factor.
We ran a two part campaign consisting of an Instagram competition and a multi-platform burst campaign targeting teenage music fans online. The Instagram competition – to give away 2 tickets to the X Factor Final – coincided with the launch of the X Factor Life game, allowing us to generate buzz among the appropriate target market. We were able to use this increase in brand awareness to then segue into the send second week of the campaign, where we ran a multi-platform burst campaign using Instagram, Snapchat and Musical.ly to generate wide-scale downloads.