• Situation: Bon Bon Bum, was created more than 50 years ago and although it has been the undisputed leader in the category, they know they must remain current for the new generations who have more options to choose from. In addition, the pandemic has increased the challenges of connecting with Target, since this is a product mostly sold on the streets. And also, teenagers don’t want intruders in their world, they hate traditional advertising and increasingly connect through new platforms and video games where they handle their own languages, codes and it is very difficult for them to open the door to a brand within their world.

• Brief: Let's entertain teenagers by leveraging current trends: gaming, TikTok, dance.

• Objectives: manage to stay relevant in the virtual world of teenagers in a powerful way without having the budget to pay for a campaign on a platform like Fortnite.

We created new missions for Fortnite where Bon Bon Bum was the center of each of these and we proposed to teenagers to complete them in a limited time. Every week we launched a new mission from the official networks of the @BonBonBumOficial brand on Instagram, Facebook, Youtube and TikTok, getting teens to create content for the brand within the game they love the most: Fortnite.

• Data gathering: Fortnite – A game that has become a global phenomenon, amassing 350 million users worldwide since 2020.

Video games: Most teens usually play between 1-5 hours a week.

• Target audience: teenagers between the ages of 12 and 18, who avoid traditional advertising at all costs and are experts in avoiding all digital advertising. Players who do not allow anyone to invade their world and their space.

•Approach: we gave the Bon Bon Bum brand to teenagers so that they could build it in their own virtual world.

We created 13 Fortnite missions that we launched every week through the brand's social networks (Instagram, Facebook, YouTube and TikTok.) so that teenagers went directly to the game to complete the missions around the Bon Bon Bum brand. Each mission rewarded the users and this allowed us to give people the opportunity to win by playing their favorite video game without having to be professional players.

The rewards ranged from skins and game battle passes to state-of-the-art video game consoles and you could participate from all over Colombia and countries from other regions such as Venezuela, Peru, Ecuador, Bolivia, Costa Rica, Guatemala, Panama, Jamaica, Dominican Republic , Puerto Rico and the United States.

We managed to connect the brand with the teen audience inside their virtual world, without interrupting favorite activity.

+ 390,000 minutes of teens building branding within the video game.

+ 27,000 minutes of activity streamed on Twitch

+ 50,000 Bon Bon Bums' made on houses, trees and buildings

+ 8500 logos made on wood, stone, steel and all kinds of natural Fortnite material.

More than 45,000 minutes of brand advertising content generated by gamers themselves.

In value we grew by 37% and in volume by 8%, which is very positive considering the fractional change of $400.

Other countries joined the campaign, activating international markets around the goal of reaching teenagers and giving them the brand so they could build it in their world and country.