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Live & Lost

CommBank, Australia

A social content driven national campaign to help CommBank connect their new mobile app, Kaching, with a younger audience. British-Australian rocker, Reece Mastin, had five days to get from Melbourne to Sydney with $50 in his CommBank account, his wits, any help from his fans, all the while playing out in real-time across social media.

Acclaim

AIMIA (Australian Interactive Media Industry Association)
Finalist – Best Social Media / Best Community

Results with impact

The Live & Lost campaign broke new ground in social media integration, generated huge buzz and in the process helped align the CommBank Kaching app strongly with the target audience.

Results speak for themselves; almost 60,000 Facebook fans, 4,500 votes, 3,200 lift and accommodation offers, over 15,000 tweets, a reach of 2.9M viewers on TV and OTs of 18.3M via PR leading to thousands of hours of engagement.

Playing out in real-time

Reece had nothing else other than $50 on his CommBank account, his wits and help from his fans, all playing out in real-time across social media for engagement and a TV tie-in for extended reach.

Engaging with fans

Custom built interactive map technology sat above the Facebook app and integrated with the campaign social media channels allowing the fans to engage with Reece’s adventures from a single point of interaction. This allowed the production team on the road to publish content snippets in real-time and allowed Reece’s fans to really feel part of his journey.

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