In Germany tool giant Black+Decker is not just known for its tools but also for an unforgettable audio signature from the 1980s. Its fanbase is also hard to excite. Unless you offer them the opportunity to complete their extensive tool collection. To activate the community by telling a cross-platform story Black+Decker places an uncommon Christmas gift message via sweepstakes on radio and social media channels – based on their cult-classic audio signature from the 80’s: blackanddeckerblackanddeckerblackanddeckerblackanddecker …

It’s both a digital and audio promotion with creative use of content to give the famous neverending audio signature on the DIY market an also neverending URL. The digital Black+Decker advent calendar makes typing in a URL an unforgettable brand experience. Those who type in exactly the right amount of “Black+Deckers” can win a great Black+Decker tool each day – and memorize the brand, not only acoustically, but also physically (through repeated typing).

On radio an audio spot and on social media a video post were aired each day, announcing the neverending URL -- valid only for one day. Listeners have to listen carefully and type it in the browser window. At 6 p.m. sharp, the website matching the URL disappears from the net, along with the daily prize. On the next morning, a new one appears – with another neverending URL: www.blackanddeckeradventskalender.de/blackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddeckerblackanddecker …

The success of the Black+Decker Christmas sweepstake exceeded the client’s expectations by far:

207.104 impressions. 52.389 views/interactions. Total reach of 196.343. And 1 happy winner every day.