it’s a game of shitposting for a new platform and a viral campaign

Brief

We were contacted to take over all communication efforts for Tiger Energy Drink. At the time it was a brand on the cusp of existence. A tough task that required something drastically different to be brought to the table of Bulgarian digital advertising.

Idea

We started from a very simple insight that energy drinks and gaming go hand in hand. But the folks that are deeply immersed in that culture tend to ignore lame marketing techniques.

So we had to be new and brave and very often that means stupid. An approach that can be characterized as dumbass genius. It was like let’s do what our audience does and never expects a brand would dare to do — memes that are borderline shitposting.

Execution

Pretty straightforward — turn facebook and instagram into a gamer memelord’s wet dream. The content is various and evolving. And the shitposter is nobody else but the tigerman himself, a fictional character that is behind it all. That was made possible with an actual physical tiger mask so that anyone could become the tigerman.

Results

What followed was perhaps unprecedented. The post to launch the campaign got over 300 comments and over 300 shares.

The actual number of people who engaged with it and the content that followed remains immeasurable as it may well have turned into a cultural phenomenon spread from word of mouth.

Professionals got either outraged or impressed and the same goes for both marketing gurus and memelords.

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creative lead: matthew stoyanov
creative director: angel iskrev
junior copywriter: tsvetoslav tsonev — tsuro
junior copywriter: boyan zlatarski
copywriter: petko kolarov
head of strategy: nikolay dievski
strategist: kristiyan stefanov
client service director: sava ahmakov
account executive: toni gradinarov
graphic designer: radoslav panev
junior graphic designer: katrin kreovska
producer: pudding

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