SOCIAL ACTIVATION

#DrinkTheGOAT

Strongbow’s campaign for its new low-calorie cider; Ultra Dark Fruit invited people to ‘Drink the G.O.A.T’ (Greatest Of All Time) and was fronted by a nodding purple goat mascot.

The UK had been enjoying a 90’s revival and after looking into @StrongbowUK’s core Twitter audience, we found out this was the era they grew up in.

So to launch the GOAT on social, we literally brought it to life in a 90’s style interactive tamagotchi game - the first ever Twitter-TamaGOATchi. The aim was to keep the GOAT happy and nodding for 24 hours by responding to its demands within the time limit.

How it worked:

People randomly received x3 tasks from @StrongbowUK throughout the day they had to respond to correctly.

After liking the first Tweet above to adopt the GOAT, people were sent the rules of the game.

The first task was to show the GOAT some love by giving it a heart.

Respond correctly and the GOAT was happy and nodding.

Fail to respond correctly and the GOAT stopped nodding and the game was over.

The second task was to feed the GOAT an apple.

The final task was to entertain the GOAT by playing it a musical instrument.

If players successfully completed the 3 tasks they were entered into the draw to win.

The Results

💕 @StrongbowUK’s most liked Tweet of all time (85% more likes compared to the previous)

⏳ More than 2,000 people spent 24 hours looking after their GOAT (that's enough to send 17 new farmers to every goat farm in the UK)

🐐 14K GOATs were adopted (that’s about 15% of the entire goat population in the UK and more than the amount of dogs adopted from Dogs Trust last year)

🔔 28K demands were sent by the GOAT (that’s one seriously demanding goat)

💜 3.6K GOATs were sent some love (that’s a lot of love for a goat)

🧠 +33% uplift in ad recall (the worlds most memorable purple goat)

📈 +70% increase in engagement rate (vs rest of the GOAT campaign on Twitter)

📲 147K engagements that’s 57% of the entire campaign with only 22% of the campaign spend)

The Reaction

…and one person was just came for the cider.