Launch the new Cup Noodles flavors during ComicCon, one of the biggest geek events in Latin America.

To launch it’s new flavors, Cup Noodles invited influencers to attend a mysterious Cup Noodles stand at ComicCon in a very peculiar way... the invitation was a Deep Web Box filled with weird stuff from the Deep Web and one of Cup Noodle’s mysterious new flavors.

Cup Noddles found out that Deep Web Boxes were trending between our target. Based on the target habit, the campaign started on the internet with the use of social influencers and continued live at the ComicCon.

Before ComicCon, Cup Noodles built Deep Web Boxes filling them with weird things. Each box was different from the other. The Cup Boxes were sent to social influencers, who showed the unboxing on their own social media. Besides the weird things, each box also had a new Cup Noodles flavor hidden through termal paint packaging. The flavor was only revealed when the hot water was poured in the cup. The campaign continued at the ComicCon, where the consumers were dared to enter giant black boxes featuring weird experiences.

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