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 brief was to launch the Losgeslagen Lading (Runaway Load) Chews in a way nobody could miss, to make the product's chaos felt on your feed, and to strengthen the brand experience in a way that truly fits Autodrop. In other words: unleash it!
The concept
We developed a Runaway Load game, and from there thought further about how to bring that feeling to life on social as well. So we rented out a race track, brought in a professional driver, and had creators take their seats in Autodrop's ID.Buzz as if it were the race car. The result was three pieces of content that did exactly what they needed to: show that this candy line is just as wild as its name promises.
Making it work
From social content, we built a bridge to online engagement. With a swipe-up or link, fans landed on De Losgeslagen Rit (The Runaway Ride), a web-based racing game integrated on autodrop.nl. Players tear down Route 69 with a bag of Chewy Balls on the passenger seat. By tilting their phone, they try to keep as many candies in the bag as possible. The more Chews that remain, the higher their spot on the leaderboard.
Results
The chaos exploded across social and triggered followers to hit the virtual road themselves — a seamless integration from social content to owned platform. Ready to hit the gas.
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