Project: Multilingual Facebook Competition
Employer: Think Jam
Date: December 2012 / February 2013
For the cinema and home entertainment releases of the first movie in The Hobbit trilogy, we constructed a multilingual, multi-partner campaign as a Facebook app. The concept was a "treasure hunt" in which users would visit partner websites over a number of weeks to win entries into a competition to win a two week holiday to New Zealand.
The mechanic was somewhat complicated and therefore was simplified for later instalments of the trilogy. The user would return to the app with a clue that they've found on the partner site and on entering into our form they would be given a single line in 6 part riddle. When they'd gathered all 6 parts from all 6 partners they could try to answer the riddle in order to enter the competition.
The campaign ran in the UK, France, Germany, Switzerland and Italy and was considered a resounding success.