We created a web special for Asstel’s “worst customer“. Centre-piece of this special was a simple guessing game.

Users were encouraged to answer one question: How much damage did John McClame cause in the movie “A good day to die hard”?

A video and the simple prominent game mechanic illustrated this idea. Obviously, we needed a bulletproof answer to this question ourselves. This was provided by Asstel’s insurance experts who estimated every single piece of vandalism and put a price tag onto the devastation.

The launch of the campaign was aligned with the DVD/Blu-Ray release in Germany to benefit from the media attention. Due to the limited media budget, we relied on seeding and viral spread. Audience engagement and activity on Asstel’s Facebook was three times higher during the duration of the campaign. Over 1000 users participated in the sweepstake, thereby also considerably increasing the number of visitors to the Asstel website.

The primary objective - a significantly improved Google ranking - was achieved for most relevant keywords.