Chupa Chups Russia aimed to create awareness for a new "extreme" XXL 4D lollipop. Target audience was all teenagers in Russian Federation. Here's how Deasign helped with that (also check out http://deasign.ru for more of our work).
The campaign concept was a "trick-lick" video competition where users can upload their own extreme, funny or personal way of licking the lollipop. Competition was enhanced by teen celebrity jury, viral videos and tight integration with Vkontakte. The campaign outperformed by viral effect, gathering 2500 user-generated videos (800 000 views in total), 3 000 000 views of two viral videos and bringing 41 500 more fans to Chupa Chups Vkontakte group.
Website: http://www.trukorama.ru (now frozen)
Roma Acorn's first video: http://www.youtube.com/watch?v=HGGDN4NSuv8
Roma Acorn's second video: http://www.youtube.com/watch?v=NRGYx8DPYWc
Chupa Chups XXL 4D YouTube channel: http://www.youtube.com/chupachupsxxl4d