Snuggle Makes a Guinness World Record Attempt - Event Marketer

Snuggle Makes a Guinness World Record Attempt

2016 Ex_EX_Vehicle_Snuggle1
Brand: SUN PRODUCTS
Agency: INSPIRA MARKETING
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2016

The Snuggle brand is all about giving consumers the warm and fuzzies, so to help promote its Valentine’s Day campaign the brand leveraged a custom-built RV to generate a whole lot of love just in time for the holiday. With the help of its iconic mascot, Snuggle Bear, the brand took its SnugMobile to the streets of New York City on a heartfelt mission—to break a Guinness World Record by achieving 5,000 hugs in eight hours. The activation had consumers in Times Square, Columbus Circle and other high-traffic locations embracing their softer sides and engaging with the brand like never before.

The day kicked off with an appearance by Snuggle Bear on ABC’s “Good Morning America,” where he announced the world record attempt. The mascot then sent his team of brand ambassadors to the streets to hand out mini plush Snuggle Bears and encourage passersby to step inside the RV for a “snug” (a hug with an extra dose of love).

Upon entering the SnugMobile, consumers were greeted by Snuggle Bear and encouraged to give him a squeeze as a Guinness World Records representative looked on. In addition to receiving a warm snug, visitors could stop by the plush Prizing Station where they received a Snuggle Bear of their own from the Snuggle Squad. Fans were also encouraged to continue engaging with the brand by creating a personalized video card on the campaign’s microsite.

With only two touchpoints inside the vehicle, dwell time was meant to be concise in order to maximize the number of consumers participating in the world record attempt. Instead of incorporating more activities into the experience, Snuggle fostered consumer engagement through the design of the tricked out RV, which provided an immersive, multisensory experience. The interior of the vehicle was furnished with touchable 3D walls and a cloud-covered ceiling adorned with LED lights, as the fresh scent of Snuggle dryer sheets placed throughout the RV wafted through the air. Meanwhile, the RV’s exterior boasted layers of blue hearts and life-like clouds, along with a large image of Snuggle Bear displayed prominently on each side of the vehicle surrounded by Conversation Heart candies.

The vehicle additionally displayed the campaign hashtag #ShareASnug, along with social media icons directing consumers to engage with the brand digitally—a leading objective of the program. Those who visited the campaign microsite could choose from more than 400 names spoken by Snuggle Bear and five different video messages to create a personalized greeting that could be sent to loved ones via Facebook, Twitter or email.

The results of the campaign were beary promising. Snuggle not only fostered quality consumer engagement across its social platforms, but maintained Snuggle Bear’s status as a pop culture icon and amplified brand awareness, generating 229 million media impressions in the process.

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