Campaign By
TUENTI
Location
INTERNATIONAL
Year
2020
Tuenti, a Spanish telecommunications company, launched the Uncancelled Birthdays campaign in 2020 as a response to the global COVID-19 pandemic. The campaign aimed to provide a virtual platform for celebrating birthdays during lockdowns and restrictions, offering a sense of normalcy and connection amidst isolation.
Campaign Overview
Problem
As the pandemic confined people to their homes, Tuentiâa Spanish mobile virtual network operatorâwanted to bring joy to those missing out on traditional birthday celebrations. Their solution? To host virtual birthday parties in a place where everyone could gather safely:Â Fortnite Battle Royale.
The Ingenious Idea
- Disco Party Zones: Tuenti collaborated with Fortnite to create special disco-themed areas within the game. These zones were decked out with colorful lights, dance floors, and giant birthday cakes.
- Personalized Invitations:Â Players received personalized in-game invitations to join the virtual parties. Imagine logging into Fortnite and finding a birthday invite waiting for you!
- Live DJ Sets:Â Renowned DJs hosted live sets within the disco zones, providing an electrifying soundtrack for the celebrations.
Execution
- In-Game Events:Â On specific dates, players could enter the disco zones and dance alongside their friends, even if they were physically miles apart.Â
- Exclusive Rewards: Participants received unique in-game rewards, like disco-themed skins, emotes, and back bling.
- Social Media Buzz:Â The campaign trended on social platforms, with players sharing their virtual birthday experiences.
Brand Impact
- Positive Association: Tuentiâs brand became synonymous with joy, creativity, and adaptability during challenging times.
- Word of Mouth:Â Players shared their experiences with friends, amplifying the campaignâs reach.
Results
The Tuenti Uncancelled Birthday campaign was a standout success, with 1.3 million minutes watched on Twitch and 20,000 people actively following the virtual party. The campaign also achieved 7 million impressions, highlighting its significant reach and engagement.
Lessons Learned
- Virtual Experiences Matter:Â Even in a digital landscape, meaningful experiences leave lasting impressions.
- Adaptability Wins Hearts:Â Tuenti adapted to the circumstances, turning lockdown birthdays into unforgettable moments.
- Brand as a Facilitator:Â Tuenti didnât just promote itself; it facilitated connections and celebrations.
3 Comments
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