Kokuyo Camlin, the well known art & stationery brand, leveraged the popularity of the Rio Olympics to engage social media users with #PencilRace - the world’s first tweet-powered, athletics-themed virtual race. The campaign was brought alive through a virtual experience resembling an Olympics track race, hosted on the brand’s website.
Since athletic races are the highlight of the Olympics, Camlin saw a perfect opportunity to create an interesting product connect with its range of Mechanical Pencils that promise a faster writing experience. The campaign was conceptualized by Camlin’s digital partner Big I Tuna, expanding on the brand’s core proposition, Let’s Have Fun.
Camlin created four unique Twitter hashtags for the contest, each representing teams from a different city - #MumbaiSprinters, #DelhiJets, #KolkataRockets and #BengaluruNinjas. Twitter users had to choose a team and tweet using the respective hashtags to power the four Mechanical Pencils on the virtual track. The challenge for every team was to make its Mechanical Pencil race ahead by clocking more tweets than the other teams. Tweeters had to be creative in order to gain as many retweets as possible and bring their team closer to victory.
#MumbaiSprinters clocked more than 30% of the 47,079 tweets mentioning #PencilRace and won the contest. The campaign also resulted in a 148% increase in Camlin’s Twitter followers.