CORNING GORILLA GLASS + IMAGINE DRAGONS |
Take a look at your phone: the glass that's protecting it was most likely developed by Corning Gorilla Glass. However, if you ask average millennials who made their cell phone glass, they probably couldn't tell you, but they can definitely tell you who Imagine Dragons is. Wanting to expand their reach and the definition of their "incredibly tough" brand, CGG teamed up with modern rock powerhouse Imagine Dragons to create a challenge for fans. My AD and I were tasked with creating an entirely online scavenger hunt with six puzzles for a savvy fanbase. Every hint that was shared out from the Imagine Dragons and CGG accounts had to hold a combination of benefit and mystique, demanding real-time flexibility depending on the fans' progress. The cryptic puzzles required knowledge of band trivia, astronomy, comic books, graphic design acumen, and a slew of other methods, but thousands of fans worldwide came together in forums and helped each other crack the codes.
A few of the lucky ones who solved the puzzles were rewarded with a trip to Las Vegas, where the band met with fans and performed an intimate concert the night before their album Origins dropped. The results? 300M+ global impressions and 30,000 social brand mentions. And lots of millennials who now know exactly who makes the glass on their phones. Press: Rolling Stone: Imagine Dragons: 'We Have the Best Job in the World' iHeartRadio: Imagine Dragons Partners with Corning to Keep Fans Guessing |
sizzle reel
PUZZLES
fan experience
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