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Join The Pack

Published/Aired: 
November 2013
Description: 

http://www.jointhepack.be

“Join the Pack” is a live interactive Facebook app and competition for vodka brand Eristoff. 50 finalists will be howling live via a webcam to a pack of real wolves living at the UK’s foremost wolf sanctuary, the Wolf Conservation Trust located outside London. If the wolves welcome the fan into the pack by howling back at them the fan becomes an official Eristoff Night Wolf and automatically wins 4 VIP tickets to “I Love Techno” a major dance music event which takes place in Belgium the 9th of November and of which Eristoff is a partner.

Each finalist will have 60 seconds over Skype to get the real wolves howling back. From “Wouuuuu" to “Awawawaouuuu" everything goes but in the final it will be wolves to decide. The 1-2 hour event will be transmitted live online at www.jointhepack.be on 7 November 2013 at 2100 hours CET. Special night vision cameras will be installed at the Wolf Sanctuary to capture the action.

How it Works
Howling competitors can access the app at www.jointhepack.be and click on the Record Your Howl button to record a movie of their best howling and load the video directly onto the Join the Pack ranking page where other viewers can Like howls and nudge their favourite Eristoff howling wolves up the rankings. The competitive can also gather their pack of friends to go Like them too. The top 50 will be invited to howl live to the wolves in the Final.

Ambient advertisment created by Happiness Brussels, Belgium for Eristoff, within the category: Alcoholic Drinks.

Advertising Agency: Happiness Brussels, Brussels, Belgium
Creative Management: Karen Corrigan, Niek Eijsbouts
Concept Provider: Diederik Jeangout
Group Account Director: Pascal Kemajou
Account Manager: Bastien Van Wylick
Strategic Consultants: Denis de Groote, Joris Joosten
Social & Digital Consultants: Sandrine Tezzo, Isabelle Koelman
Copywriters: Jan Denys, Roselyne Collart
Internal Production: Bart Vande Maele, Alain Devroye
External Production: Zendster / Hans Mathieu
Digital Development: BLISS interactive

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