Race For Hungry Thirsty
OAK flavoured milk has a loyal social following. So when it came to deciding which of three new flavours to launch next, we put the power of that decision right at their fingertips—with the world’s first reaction-powered race. We constructed a purpose-built racetrack; carton packs became cars, we designed software to convert Facebook reactions into trigger pulls (to power the cars around the track) and hired sports commentators to host the 30-minute live race. The race viewed by 222,000 people, and the winning flavour—OAK Blue Heaven—sold out in the first week, making it the highest-selling flavour launch ever for OAK Milk.