Nutella is all about sharing enthusiasm together. Football also.
So, Nutella asked us to create an activation during the EK2016 to engage people around the Red Devils… without being an official sponsor.
We launched a digital Mexican Wave for the Red Devils. Not the usual one (with people raising their arms), but with toasts jumping out of toasters one after the other.
A responsive platform where people could directly upload their picture. It was instantly “toasted” on a bread toast, then integrated into the chain of the Nutella Mexican Wave. The activation was launched via social media and a PR stunt with Krazy George, the inventor or of the Mexican wave.
— 24h after the launch, more than 2000 participants;
— 30000 participants in 3 weeks;
— Earned media on FB and online contents.