Expansión - Pesca el salmón
Reach: 26,7 million users
This campaign presented two differenced stages oriented to a single specific aim: to communicate the brand-new website from Expansión and it’s mutation to the salmon color.
First stage consisted on a massive spread of the new site through experts in economy, journalism and technology, counting on famous investor Josef Ajram amongst them. A national Trending Topic was achieved on the very first day, helping to consolidate a meaningful amount of new visits.
For the second one, we designed a very simple but entertaining contest. Users had to fish a salmon within the website and notify its location to win a prize: a trip to Norway to taste this appreciated delicacy. More than a thousand found it at the different whereabouts it held, helped by the hints provided by multiple trend and travel influencers, bloggers at first and then videobloggers for an intense buzz expansive wave.