Kingston Technology, the world’s largest independent manufacture of memory products, worked with Grupo Uno to create, design and implement a marketing campaign for two new limited edition USBs (Clouds & Waves), targeted for the holiday season and to be completely sold out in a period of four weeks throughout Latin America. The target included trendy/tech consumers between the ages of 18-24, and the strategy needed to assure a two way communication process with active conversations, looking for organic and viral reach.
The campaign included two phases: 1. a contest for fans to share their photo memories and 2. a digital game that allowed fans to register and play. Grupo Uno went beyond traditional channels to engage users by positioning digital banners in Messenger, Email, and Hotmail and developing impactful takeovers to direct traffic to Facebook and Kingston Technology’s website. This same strategy was employed simultaneously across geographic boundaries. Bringing multiple components together to create user interaction and engagement led to an increased user affinity for the brand, plus the sell-through required.