The Fossflakes Snowball campaign is relevant in Promo & Activation because

- It immediately activates the target audience in a live activation by giving them the product in the hand – a product that is a fun game at the same time.

- It also provides all product USP’s directly on the promo-kit and on a mobile website.

How could we educate the staff at the pillow reseller DBL about the softness of our fiber pillow? We needed them to try the pillow!

And so we created a fun game where they had to lay their head on the pillow to play.

The goal of the campaign was to create awareness and educate the staff. Although we cannot know how many people played the game without participating in the competition, more than 100 of all employees participated in the competition by uploading video-goals with an average length of more than 35 seconds – which also resulted in an increased pillow sale.

Another goal was to become a permanent product on the shelves in DBL. This decision has not been made yet, though the CEO of DBL Germany wrote to Fossflakes: “Everybody here in the office is saying that your game is wonderful idea.”

Because of the high involvement, we’re now planning to expand the campaign to 3 other European countries: Sweden, Denmark and Netherlands.

The main objective was to make the staff feel the softness of the pillow, and therefore the game was designed so that the staff had to put their heads on the pillow to play. After printing the game on the pillows we sent one promo-kit for each DBL store in Germany (approx. 900 stores) on September 1st. The game was designed to allow everyone to try it and have fun with their colleagues in the store. As an added bonus we also created a competition to increase the incentive to play. Staff members could then play, record and upload their videos during the campaign period (1 month). Two weeks before the campaign ended we sent a reminder-poster to each store. When the campaign period ended, we picked a random winner. The campaign ran according to the original plan.