Transmedia campaign using events, posters, twitter, Facebook and YouTube

To dramatize the core proposition that Arm and Hammer can de-sensitize and strengthen teeth to the difficult to reach young adult audience we created an urban ice sculpture competition. It was initially open to Arm and Hammer users, design degree students and ice sculptors. Rather than affiliating the campaign with experimental artists the content itself was directed by the brand with a topic decided for each event, the only stipulation was that the creator must take a bite out of the most dramatic part of the sculpture. Design students and users were encouraged to design the drop posters through the Facebook app and winning pieces were printed to advertise the ice drops. Information on the drops was also spread through a Twitter feed and the event footage uploaded to a YouTube channel. Winning ice sculptures were photographed for large-scale posters.