Social Experiment Sees South African Celebrities Locked in Hotel Room for 5 Days
To sell an immune booster, Saatchi and Saatchi South Africa have teamed with comedic duo Derick Watts & The Sunday Blues (Nic & Gareth) to create an interactive campaign for Efferflu C Immune Booster, dubbed Project Trapped.
The activity features the duo mistakenly embarking on the holiday of a lifetime only to discover they're going to be locked in a hotel room for 5 days as part of a social experiment created to dramatize how Efferflu C Immune Booster helps keep you healthy.
"Not only is the daily content being produced hilarious but it is also based on crowd-sourced suggestions for things for the duo to do from our #projecttrapped followers," says Executive Creative Director at Saatchi & Saatchi, Gavin Whitfield.
Whitfield explains that the campaign has simple ingredients, which make it engaging; a great prize (free holiday), a simple entry mechanic (just tweet a suggestion), reasons to stay engaged (entertaining content, spot prizes and user influence) and a clear link to the product (don't get stuck inside, strengthen your immune system with Efferflu C).
"The tweeted suggestions from the public on things that Derick Watts & The Sunday Blues should do to entertain themselves have been rolling in since Monday and the new daily episodes are being uploaded to the YouTube channel," he says.
"So far the suggestions have seen them waxing their armpits, enjoying a bubble shower, impersonating each other and playing with sock puppets, whilst always being reminded of the things they are missing out on. There's even talking toilet paper! So far, so good," he concludes.