Description
Thums Up turned social media from a distribution channel into a nationwide code-hunt platform. Instead of posting a promo code, we hid six-digit codes inside a rap battle film featuring Raga & Bella—forcing audiences to pause, replay & decode content to participate. Using AI, we created 105 coded film variations & seeded them as dark posts across Meta, discoverable through targeting, keywords, creator chatter, & community shares. Social wasn’t used to announce the contest—it became the contest itself. 48+ rappers, creators, hip-hop pages, & PR handles fueled 2 social behaviors: creating rap verses on the campaign beat & collaboratively hunting hidden codes. Audiences shared clues, compared versions, and circulated theories, turning participation into social currency. The result: 208M views, 184M reach, 2.2M engagements, 450+ UGC posts & 877K registrations — proving that when designed right, social platforms can move beyond amplification to become the engine & the movement of the cam
