Parents play Candy Crush with their fingers.
Gen Z, as digital natives, play with their thumbs.
The campaign leverages a ludicrous content strategy that explores the exaggerated effects of a super strong thumb.
Playing off of viral trends and utilizing Tik Tok’s native effects and features to build authenticity and brand awareness.
Commenting directly on the posts of thumb-themed creators like @jwpina to stay top of mind in the thumb space.(Yes he’s a real guy with a real big thumb)
On Instagram we keep the memes thumbin’ in hot, with irreverent visuals and captions targeted to engage Gen Z.
Content Strategy on Twitter is focused on interacting with celebrities who look like thumbs.
OOH
Branded stickers were placed in public spaces wherever powerful thumbs might have left their mark.