We started cooperation with the Jansport brand in 2009. We then designed a concept and the necessary tools for a competition “Your discoveries”, which was placed on a specially designed website twojeodkrycia.pl.
The idea of the competition was to document the widely understood “discoveries” –meaning was the need to find the best and not a trivial discoveries. This forced participants to leave their homes.
The potential participant found out about the competition from advertising banners placed for example in the window of a well-known messenger.
Each participant could collect bonus points to increase their chances by recommending the competition to his/her friends.
And also to see the competitors’ progress by means of a list of the latest and the best “discoveries”, automatically updated during the competition.
2010 was a change of strategy and turn in the direction of social media.
Together with the Jansport brand we made the decision to present the brand on Facebook, which at the time was fast becoming a social network giant.
One of the more important arguments in the case for the target group was using Facebook as a medium enabling interactive communication for young users.
Using the functionality of facebook we opened a competition “Get a backpack”. At first the brand’s fans were clicking Like to pictures of prizes – backpacks and bags. Then they sent photos on the subject posted on Jansport Polska’s Wall. The person who “got the backpack” was chosen by a competition panel.
In order to arouse activity on the brand’s fan page we created an application “Masz babo plecak”, by means of which the users could place their face photos on a poster in the style of the last century and send it to their friends or post on their Wall.
The next application was a game where the user virtually throws a backpack getting points and competing with other players.
