We created a gamified interactive experience that contained (thinly veiled) sexually-suggestive content, including the eggplant and pussycat emojis, some of the most popular for sexting. Anyone who was willing to get a little dirty by interacting with these emojis in an appropriately inappropriate manner was rewarded coupons for free samples of the product.

We invited people attending Pride to get dirty with us by playing with Cottonelle Strokable Banners, an engaging and fun experience that rewarded people with coupon for a pack of Cottonelle if they could stroke the eggplant and rub the pussycat emoji until they climaxed.

The banners were geofenced to target only those who are attending the events, challenging the users to use the accelerometer and touchscreen capabilities of their smartphones to make the emojis climax by following the instructions on the banners, asking them to stroke the eggplant of rub the pussycat harder, softer, faster or slower.

Once they got the emoji to climax, they were rewarded with a final screen that congratulated them on their good work and a coupon that could be redeemed for sample of the product.

Cottonelle’s cheeky approach, intertwined with Pride, was an immediate success with our target: the banners had more than 649,000 impressions and an engagement rate of over 32%, exceeding the industry rate by 10x.