“How would you create a viral campaign around a dental product?” That was the essential question presented to BOSSdev by Sunstar, for their GUM brand Soft-Picks.
BOSSdev responded by pitching “The Right Tool for The Right Job” campaign, which includes a micro site, a branded Flash game, a Facebook app, a Soft-Picks customized Facebook page, a YouTube channel, and a webisode series. The common thread throughout the whole campaign is the situational and slightly exaggerated type of humor that causes a campaign to go viral.
“We really wanted to make the product come to life in the online world and get the brand’s key messages across using humor as a magnetic force,” said Paula Anderanin, interactive solutions architect, BOSSdev.
BOSSdev’s creative and technical talent leveraged experience with augmented reality, injecting humor and cutting edge technology throughout the campaign. The team was able to integrate these elements while maintaining brand authenticity for the client. Katie Mulloy, marketing manager, Sunstar Americas, Inc. explains: “We are delighted with the creative approach BOSSdev has taken for this campaign. The interactive demonstrates a dynamism and relevance to this select audience that simply cannot be matched by traditional marketing approaches. We believe this will play an important part in communicating all of the benefits of Soft-Picks® to this discerning and influential group of users in a new light. And of course, the humor makes it all so contagious!”
Share a smile by following the links to “The Right Tool for The Right Job” campaign for Sunstar.
Become a Fan of Soft-Picks, on Facebook.
Visit the Microsite www.soft-picks.com
YouTube Channel and Webisodes - http://youtube.com/softpicks
