The Kings Brioche was a massive, “game changing” product launch for Elbisco. A new kind of snack with an edgy attitude, tailored to an adventurous, rebellious youth, it entered the market accompanied by an aggressive marketing campaign that focused on the motto of a “New You”. Cambo came to the fore when Kings Brioche took over as the star sponsor of the EJEKT Festival, one of the largest music events of the year. The task was to communicate the brand’s values and connect Kings Brioche with the EJEKT Festival, in a manner as innovative and extravagant as Steve Aoki’s stage antics (not coincidentally, EJEKT’s biggest star).
The result was The Kings of EJEKT Festival, a digital campaign that promised to make “Kings” out of the product’s Facebook fans, while bringing the flamboyance and excitement of the EJEKT Festival to the Kings Brioche Facebook page. The main competition asked fans to upload their pictures and claim their place as one of the “Kings of the EJEKT Festival”. Each winner would get to enjoy “royal” privileges: a VIP pass for him/her and their royal followers (a.k.a. friends), unique EJEKT Festival prizes and foremost, their transformation to Kings from renowned Greek street artist, Same 84. At the same time, all Kings Brioche fans got to experience the EJEKT Festival first hand, through content spread across various social media channels: Facebook & Instagram posts, Tweets, backstage Youtube videos and live streaming shows via Periscope.
The Kings of the EJEKT Festival competition was met with exuberance, with more than 11k fans joining the page in its duration. The climax of the campaign occurred at the day of the event: Two “Wall of KINGS” were set up in the VIP area: The Kings got to see their street art portraits displayed in the 1st wall, while the audience was asked to upload their selfie on their Instagram accounts, for a chance at getting transformed live from Same 84, on the 1nd wall. At the end of the event, all the winners got to take back with them their own, private street art.