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Case Study: BrandFire

Social content that goes viral.

BrandFire set out to prove its own model – great content can’t be ignored. We embarked on a mission to prank the internet with a playset for kids that Fisher-Price would never actually put out. Or would they?

The challenge

There’s no shortage of content on the internet. In December 2016, we set out to create a piece of content that would leverage Instagram and the power of memes to go viral. With billions of pieces of content populating social news-feeds, it would take something truly disruptive to get peoples’ attention.

Our approach

We came up with the concept for a Happy Hour-themed playset and got to work making it look like a reality. It had to look real and challenge people’s perceptions of what a corporate toymaker might actually sell. We grabbed assets from stock photography websites, including a toddler-sized bar, beer bottles and a few kids who looked the part and created the Happy Hour scene on the front of a branded toy box. BrandFire co-founder Adam Padilla posted the finished box to his Instagram @adam.the.creator with the caption “They got a happy hour playset for toddlers? I’m done” and waited for the internet to respond.

Results

The Happy Hour Playset has collected over 1 billion impressions to date, and was a top news story in global press outlets including UsWeekly, The Today Show, AOL, The Huffington Post and Mashable. It became the ‘big story’ on The Skimm within a few days time. The uproar on Fisher-Price’s social channels prompted the brand to release a statement debunking the playset as real, and stating Fisher-Price appreciated “the suggestions as obvious love of the brand.” Well played, Fisher-Price.