Be a Bobblehead
Midnight Circus (formerly SDI) reached out to us to help them develop an interactive fan experience for their Cox Communication client that would help drive social engagement numbers
Challenge
To engage fans at three different MLB stadiums during home games with an experience that they could personalize and share on social media and promote the Cox Communications sponsorship of those MLB franchises.
Solution
An augmented reality social face filter.
Given the resurgence in popularity of the bobblehead, the concept was to have fans grab a selfie and map it onto the bobblehead of their choice. The build would include three MLB teams, each in their own uniforms, with three different poses to choose from and all on a base that gave Cox Communication brand recognition.
Users launch the filter, selects a pose, position themselves in frame and the video maps their face to the bobblehead model, click to capture an image or hold to create a video. User can then share their creations to their social networks.
Benefit
Fans had an opportunity to represent their favourite teams, while creating a fun and engaging post for their own personal social platforms. The corporate branding on the base of the statue was shared repeatedly through 10’s of thousands of social posts.
Results
Campaign ran for three months during home games for the Angels, Diamondbacks and Padres
11,331 opens
129,829 impressions
6-8% average conversion rate
On Instagram, 1% is considered a good conversation rate. Most social media marketing experts agree that a good engagement rate is more like 1% to 5%
