Barbour: The Rather Handy Picnic Rug, 2

Credits & Description:

Agency: Thinking Juice
Client: Barbour
Barbour is synonymous with the winter. But they have a huge range of products for the summer months too. Our challenge was to increase engagement with the Barbour brand during the sunny season through social channels – positioning Barbour as a lifestyle brand at the heart of summer. Instead of a typical UGC or outreach campaign, we thought we'd do something a little different. So we invented a new Barbour product: The Rather Handy Picnic Rug.
Designed for the British summer, understandably it works perfectly as a picnic rug, but it also works as a water-poof poncho, towel, wine cooler, umbrella, changing room and a whole lot more.
A special edition, the only way you could get your hands on one, was by winning it online. All people had to do was show us, using #BarbourPicnicRug, where and how they would use the rug during the British summer.
The final campaign results were extremely impressive:
The microsite had 18,471 organic visits in just three weeks.
The competition received 5,746 entries.
The campaign video had 377,266 views.
There were nearly 250,000 engagements, overachieving the target by 177%, and a reach of 4,047,314 impressions.
Links http://www.barbour.com/blog/rather-handy-picnic-rug