An interactive social campaign from Duracell leveraged spiking soccer interest around the 2022 FIFA Men’s World Cup by inviting football fans to play ‘keepy uppy’ against the brand’s bunny mascot on TikTok while showing off their skills.
Created in harness with agency Wunderman Thompson UK, Duracell’s social soccer game seeks to drive home a message about the lasting power of Duracell batteries: specifically of its Optimum batteries which the brand claims offer either ‘extra power’ or ‘up to 200% extra life’ for devices.
The competitive TikTok game, launched on 11 November ahead of the tournament’s 20 November kick-off, pits consumers against the bunny using TikTok’s duet function. Players who can keep their ball in the air for more than 10 seconds can enter a prize draw to win a variety of football-related prizes ranging from a VIP hospitality soccer experience and UK stadium tours.
@duracellofficial Show us your Keepy Uppy skills and duet with Bunny for at least 10 seconds for a chance to win! Enter via link in bio. #BunnyKeepyUppy ♬ original sound – Duracell
The game remains active throughout the World Cup tournament up to 18 December and is supported by a promotional campaign which spans ad activity across Sky Sports, YouTube and paid social.
Plus players are encouraged to share their results using the #BunnyKeepyUppy hashtag to spread the campaign’s reach.
“As the world gears up to watch the World Cup this November, the Duracell Bunny is doing some high-energy preparation of his own… on TikTok!” commented Duracell Associate Marketing Director Marco Montanaro. “There’s no beating the Bunny’s long-lasting power, but there are some great prizes to be won if you try!”
Wunderman Thompson UK Creative Director Jason Berry added: “TikTok and the Bunny were made for each other and, with the beautiful game on everyone’s minds, this is the perfect opportunity to give people of all ages the chance to win a prize and have some football fun.”
The campaign was created by a team at agency Wunderman Thompson UK which included Business Director Kelli Nelson, Senior Account Director Victoria Riggio, Global Creative Director Jason Berry, Senior Creatives Charli Plant and Laura Saraiva, Strategists Rosanna Beasley and James Treen, Producer Charley Woodall and Senior Creative Producer Katie Oldfield.
Comment
Duracell UK is building a strong track record for innovative marketing initiatives leveraging football. Previous examples of this approach included its digital video series which emerged from a first-of-its-kind, short-term tie-in with Chelsea FC.
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