NOT ONE THING
Today’s tweens can’t be defined by a single label. They’re fluid with everything from their gender to their interests, So they don’t have to choose just one thing. And with so many different flavors, textures, and sensorial experiences, Bomb Pops are no different. So we decided to celebrate their multi-dimensionality with a digitally led campaign that was #NotOneThing.
:: over 14B views and counting. We created one of the most popular TikTok challenges of all time ::
Launching with top tween influencers, #NotOneThing asked tweens to SHARE their different sides and identities.
it immediately started trending and ended up one of the top 5 challenges ever made.
SUMMER JAMS :: Soundcloud Activation
We created a single audio kit that users could remix to create their own tracks. top voted mashups were added to a shared back-to-school playlist.
Squad Up :: Twitch streaming integration
We enlisted xChocoBars, NateHill, Swiftor, and Fuslie (four of tweens’ favorite streamers) to show how they are more than just good gamers.
~ 900,000 different people viewed our stream in 4 hours
11 million minutes of our campaign was streamed (that’s 2 years of viewing time in 4 hours)
While previous chat meter iterations on Twitch were used in individual streams, our extension was the first to have “dueling flocks” that connected multiple streams. Our stream was the first instance where the extension was used to have audiences from different streams compete against one another.
Not only was this wildly popular, but we got Twitch to change their platform just for our campaign.
