OTTO celebrates #GenerationYeah
Best Integrated Brand Campaign, Crossmedia
#GenerationYeah set the tone for the launch of OTTO’s birthday campaign “70YEAH”. Almost 68,000 guests helped us celebrate Germany’s biggest house party. ONSITE A new brand experience: a two-story OTTO house at the Hurricane Festival in front of the main stage offered different themed areas - a bed refurbished into a boxing ring, a terrace, a living room for gaming sessions, a VIP area with a GIF station to create your own personalized Instagram sticker. The highlight: the apartment with a balcony view to the main stage that was built for four lucky winners, who enjoyed a unique festival experience. To attract further attention, OTTO used a 12m wide LED wall to communicate directly to everyone via live messages. The final touch of the onsite activities were a huge amount of giveaways which included festival essentials, like rain boots. ONLINE EXTENSION To celebrate the joyful anticipation, the campaign kicked-off with a social media contest which determined the OTTO house winners, hosted by OTTO and supported by influencers. Through user generated content, contestants showed off how much „YEAH“ they have. Another „anticipation-themed“ measure was a landing page which provided festival must-haves leading directly to OTTO products. In order to keep the community engaged beyond the onsite activities, OTTO shared live impressions through three IGTV episodes. A format tributed, called “The OTTO Festival Olympics”, where influencers competed against each other. OTTO also premiered on TikTok, sharing the festival goers’ craziest moments live and on the spot and was extended through a Tik Tok challenge, called #MachDichZumOTTO.
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