Airborne needed us to engage their growing online audience and increase awareness of their different product offerings. The Airborne Fill in the Blanks Instant Win Game tapped into the resurgence of simple word games that were gaining in popularity on mobile devices. We stripped down these games to their simplest form, to create a low barrier Facebook promotion that served up daily questions about Airborne with partially completed answers. Think of it as Hanging with Friends without your friends or Wheel of Fortune without the wheel.
We created a direct tie-in to the conversation that was happening on Airborne’s own timeline, by posting daily image posts of that day’s puzzle with links to the Facebook tab that contained the full interactive experience. On the tab, players were able to earn entries towards a grand prize drawing based on how well they answered that day’s puzzle. They were also rewarded daily bonus entries for sharing that day’s puzzle and their favorite Airborne flavor. These shares drastically increased the exposure and interactions for the timeline content and the product pages on Airborne’s own website.
2010 IMA Outstanding Achievement (Health/Nutrition Category)