To convert pro-active user-generated contents -hand drawings of Transformers characters- into a contest. Which could be used to create a new hype around the brand and also use the already exciting high fandom rate as a benefit.
– Turning the pro-active fanart contents, that we received via DM, into a concept used to promote the brand.
– Creating a concept that encourages followers to share their Transformer fanart with us in order to join the contest
– A total of 50 special handmade drawings have been received through Instagram,
– 3 fanart pieces were chosen as winners.
The contest has increased the hype around Transformers and has created a unique platform for user-generated contents. The process has also helped us to take the relationship with already dedicated fans to the next level.
Hasbro / Transformers
User Generated Content, Community Management, Social Media Contest