Giant inflatable Hunter backpacks are ‘hidden’ in London
The Background
The marketing and PR industry has come so far, no longer is it aimlessly floating enlarged products down the Thames.
No longer is it adding QR codes to every activation under the sun.
And no longer is it running treasure hunts for consumers who frankly can’t be arsed to run around town for a 10% discount off a product no one needs.
The Big Idea
Giant inflatable versions of Hunter backpacks floating along ponds in London parks or hidden in plain sight on the busiest thoroughfares.
There’s more, they have QR codes on them to win a lottery style prize for those who can be bothered to embark on a scavenger hunt.
You what?
I know, that’s what I thought when I laid my eyes upon this blast from the past. The backpacks were floating around the capital for three days, we’re told, with clues across Hunter’s social media channels.
For anyone lucky enough to find these 7-10m tall yellow backpacks the next action was to scan the QR code to enter a lottery for a £5,000 prize.
And then what? Head to the pub to re-evaluate life’s priorities, I guess.
The Review
I mean, is this section required?
Rather than a subjective review I’ll list a few more elements of the campaign to help you make your own calculated decision as to whether this worked:
- One of the backpacks was ‘hidden’ outside Shoreditch High Street Overground Station.
- One was on London’s South Bank. Classic.
- Engagement rates on social topped out at 0.97% with a low of 0.16%.
- It’s a scavenger hunt, but the things are 7m tall.
- Seven. Metres. Tall.
Quite liked the design and typeface and on the social posts, so there’s a positive.
And it rained all weekend, which seems apt for a welly brand.
Well planned.
In Hindsight
The brand claims that the campaign will head from London to both Boston and Tokyo next.
Perhaps it’s time to change tack though, think about what the audience really wants, what they interact with and the brands that are engaging with them well.
Hunter’s Instagram shows it is targeting a more urban and less tweed-clad type of person than it would have in the past.
Those people aren’t running around London tourist traps hoping to see giant inflatables, unfortunately for them.
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