Product launch with game and social activation
For the launch of the Losgeslagen Lading Chews, we built an engagement campaign that made the chaos of the new candy line come alive on the feed.
A clear ambition
Autodrop introduces two new flavours under the name Losgeslagen Lading Chews. The launch had to land so hard that nobody could look away. The chaos of the product had to become tangible on social, in a way that stayed true to the brand.
The concept
We built De Losgeslagen Rit, a race game where players speed down Route 69 with a bag of Chewy Ballen riding shotgun. Tilting the phone determines how many candies stay in the bag. Every turn is a risk: steer too sharply and the load flies out. The more Chews that survive, the higher the spot on the leaderboard. Losing control sits at the heart of the game. That same energy had to be felt on social, before players got behind the wheel themselves.
Making it work
For the content series, a race circuit was booked, together with a professional racing driver. Creators rode along with Autodrop's ID-Buzz, used as the race car. That produced three content pieces that make the absurdity of the product instantly visible. From that content, a swipe-up or link leads through to De Losgeslagen Rit, integrated on the website.
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