Euro RSCG Zurich: Longest chain novel for Riposa
Can a serialized story be used to promote mattress bases? Euro RSCG Zurich has shown how it’s done by launching a custom-made serialized story on Facebook for its client, Riposa.
Under the title "A colorful dream - the longest chain novel of all time", users can try their hand at writing funny texts. The only requirement: true to the novel's title, each sentence must contain a color. The impetus for this social media campaign, which is aimed at young people in particular, came from a new product range: Riposa is launching colored insert frames for the first time in Switzerland.
To ensure that as many amateur authors as possible take part in the social media campaign, there is an additional incentive: in addition to a prize draw, the novel will also be published in print at a later date.
The campaign is currently being advertised on various online banners, in print ads and on Facebook Ads and has been available at Facebook.com/riposa since June 8, 2012.
Responsible at Riposa: Walter Schnellmann (Executive Board), Iva Schnellmann (Marketing Management). Responsible at Euro RSCG Zurich: Frank Bodin (overall responsibility), Axel Eckstein (CD), Wolfgang Bark (text/concept), Andrea Huber, Suzanne Friedli (AD), Laurie Morard (graphics) Walter Tagliaferri, Janina Iseli (consulting), Michael Wegmüller (web project manager).
