Objective: •
Launch Eternity II to mainstream media and excite
consumers about the possibility
of winning $2 million by completing the jigsaw
puzzle. •
Position Eternity II as the ‘must have’
Christmas present and engage jigsaw
puzzle fans in the UK and overseas
Activity: •
Threepipe worked with a dress designer to create
a stunning dress made
of dollar bills which was worn by tabloid favourite
Lucy Pinder and unveiled
at Hamleys. •
Threepipe devised a social media campaign targeting
online communities of jigsaw
puzzle fans by releasing exclusive online interviews
with the creator of
the puzzle in the build up to the puzzle launch
offering hints and tips. •
Demonstrations of the puzzle were given at journalists
desks in the build up to
Christmas.
Results: •
16 national newspaper articles about Eternity
II. •
Eight pieces of coverage reaching 60 million people
across lifestyle print and
broadcast media. •
Over 20,000 views of online video footage to support
the campaign.
