I Want To Be The First
Year 2015
Situation
La Curacao had pioneered “Black Friday” years ago. While initially, it generated a lot of positive buzz, over time, it became an opportunity for competitors to showcase their creativity by creating their own names for this discount event.
Approach
To make it relevant again and position “Black Friday” as La Curacao’s signature event, we devised a strategy on Twitter called #QuieroSerElPrimero (I Want to Be the First). It took the form of a Twitter”Sopa Opera” where a guy went camping five days before Black Friday to be the first. Two other guys joined, creating a conflict on Twitter, as the third person, a girl, started to win over the two guys so that she could be the first.
Results
Thanks to the extensive interaction and the presence of three actors at the brand’s main store, mainstream media quickly covered what they considered a phenomenon for the first time in Honduras. People went to visit the actors, brought them food, and more than 300 people formed a line two hours before the store’s grand sale.
In terms of interaction, there was a 154% growth in engagement on the brand’s Twitter, a 13% increase in followers, and 1,567 interactions on the Thursday before Black Friday. Additionally, the hashtag #QuieroSerElPrimero became a trending topic on Wednesday and Thursday of that week.
BOARD CASE
-SPANISH-
