LikeMeat | TikTok Scavenger Hunt
1.4 billion chicken wings are consumed during Super Bowl season—the perfect time to launch LikeMeat’s new plant-based chicken wings. With a $400K all-in budget, we decided to wing it and hide two tickets to the Super Bowl in a TikTok scavenger hunt. #WingIt2WinIt taps into the platform's love for a good challenge, a tasty recipe, and Rob Gronkowski. Gronk kicked things off by revealing a secret message written in Wingdings. That clue led to the next one, and so on, and so on as viewers went down a TikTok rabbit hole to find all five clues and enter the sweepstakes. The campaign generated 24.6MM+ video views and a 7.8% organic engagement rate for a fraction the cost of a :30 Super Bowl spot.
1.4 billion chicken wings are consumed during Super Bowl season—the perfect time to launch LikeMeat’s new plant-based chicken wings. With a $400K all-in budget, we decided to wing it and hide two tickets to the Super Bowl in a TikTok scavenger hunt. #WingIt2WinIt taps into the platform's love for a good challenge, a tasty recipe, and Rob Gronkowski. Gronk kicked things off by revealing a secret message written in Wingdings. That clue led to the next one, and so on, and so on as viewers went down a TikTok rabbit hole to find all five clues and enter the sweepstakes. The campaign generated 24.6MM+ video views and a 7.8% organic engagement rate for a fraction the cost of a :30 Super Bowl spot.
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