Taking place on Cyber Monday, Social Chain were tasked with making online fashion retailer boohooMAN the most talked about brand on the busiest day of the year for online shopping.
To do this, we took our in-depth knowledge of live streaming – a new platform at the time – and combined this insight with an emotion-led mechanic to drive unprecedented results.
The task was simple: comment ‘pump’ to blast compressed air into a giant water balloon… unfortunately one misfortunate volunteer had the thankless task of being soaked when it burst!
The last to comment ‘pump’ when the balloon bust would win £250 worth of boohooMAN vouchers, adding an incentivised dimension to an already compelling stream.
Overall, the stream resulted in a total of 2,069,811 impressions, 934,115 engagements and 69 comments per second to be named Facebook Live’s most engaged stream of all time.