Innovative guerrilla tactics were used to continually surprise the target wherever they were.In our first phase, the POGO icon was “seeded” in unusual places: stickers posted on random street signs, t-shirts and chalk-art placed around teen hangouts. Pogo seized the airwaves by flashing the icon on air/online. Camera-pans captured POGO appearances such as an audience member holding Pogo high. Interrupting the target’s daily routine stirred curiosity.

We then started to build hype for the Mega-Pogothon event. Pogo “sticker” poster pads (a market-first) were wild-posted throughout teen areas. Target engaged with the brand by sticking them everywhere. To further drive engagement, we held a VJ-hosted Mini-Pogothon at a music station: live updates were televised.

A similar online game was created, supported by targeted online media. Non-traditional executions were developed such as the icon taking over the cursor and expanding the “Game” section. The main event competition, the Mega-Pogothon, was held in an amusement park. Live-to-tape capsules aired.

Recognition:Gold: 2008-SMG-International-Media-AwardsGold: 2008-Internationalist’s-Media-Innovation-AwardsShortlist: 2009-Festival-of-Media-Awards (2 categories)Despite low budgets, 3rd-party IPSOS-ASI tracking indicates the campaign achieved breakthrough results.The interactive multi-touchpoint strategy was deemed key to the campaign’s success.‘Much of the success in impacting brand metrics was through exposure to multiple campaign elements’:Positive feelings towards the brand increased with the number of elements seen:1:+39%, 2-4:+65%, 5-10:+173%Awareness:Unaided awareness+22%(Corndog category);+300%(Frozen category). 63% of teens aware of campaign;83% among 18-19 yr-olds37% Word-of-MouthEngagement:Of those aware of Mega-Pogothon, 82% attended/participated23% recalled online advertising;14% online game awareness (8%norm);7.2 average visits