Mordisko – #CongelaTuHambre
The company Holanda (Icecream products) partnered with Canal 5 (a broadcast TV Network owned by Televisa) to build a digital campaign for one of their products “Mordisko”. A CTA promoted by the TV Network and brand using their different channels, encouraged the audience to share a selfie with the hashtag #CongelaTuHambre eating a “Mordisko”. Pictures were displayed on a social hub and during a Football match between Mexico and Portugal.
In response to selected tweets using the campaign hashtag, Canal 5 sent a Twitter Autoreply requesting for user authorization before featuring their pictures in the TV Spot
— Televisa Deportes (@TD_Deportes) June 24, 2017
By combining UGC with an innovative idea both brand and broadcaster were able to stimulate conversations on social media and dive traffic to their digital properties.