BIG HAPPY

Turn the Product into the Campaign

Launching a playable summer campaign that let agency buyers experience Big Happy’s technology firsthand.

Role: Founder & Marketing Consultant, Argentum & Co.

Scope: Campaign Strategy • Brand • Creative Direction • Product Marketing • Social • Demand Generation

The Challenge

Big Happy sold interactive ad experiences to agencies, but like most ad-tech companies, it was competing for attention from buyers who saw a constant stream of product messages.

For the summer, we wanted a reason to stay visible that felt less like advertising and more like the brand itself: fun, interactive and built for participation.

The Idea

Don’t just show the technology. Let people play with it.

We turned Big Happy’s own interactive capabilities into a mobile game and summer competition. Instead of another product message, buyers got an experience that demonstrated what the platform could do while giving them a reason to engage with the brand.

The product became the campaign.

Built for where the audience already was.

The campaign was designed specifically for Instagram, where our media-buyer audience was already spending time professionally and personally. Rather than ask people to leave the platform for another piece of marketing content, we used social to introduce the game, drive participation and keep the competition visible.

The game gave people something to do, not just something to scroll past. Players could compete for prizes, share the experience and bring it into their own agency and social circles, helping the campaign reach beyond the people we targeted directly.

THE WORK.

  • Meet buyers where they were. Instagram gave us a natural way to reach a younger media and agency audience in an environment they used every day.

  • Create participation, not impressions. The mobile game turned a product message into an experience people could actually play.

  • Design for sharing. Competition, scores and prizes gave players a reason to share the campaign with coworkers and their broader communities.

  • Make the product the proof. The experience demonstrated Big Happy’s interactive capabilities while people were engaging with the campaign itself.

  • Keep the brand fun. The creative, game mechanics and social execution all reinforced the energetic personality we wanted associated with Big Happy.