Look for Longer 2 - Using the power of dwell time and the urban audience to drive earned media and website hits
In September 2013 work.shop.play. revealed the hotly anticipated sequel to ‘Look for Longer’; this time the Tube station clues were to be crowd sourced, with members of the public invited to provide their own creative clues to build into the final image. Over the course of two weeks, hundreds of cryptic station clues came flying in, allowing work.shop.play. to create ‘Look for Longer 2’.
65 London Underground 48-Sheets with a media value of £91,000 showcased the Look for Longer 2 visual, and once again Londoners were prompted to visit lookforlonger.com in order to play the game and use #lookforlonger on Twitter and Facebook to get help from other players.
Over the course of four weeks, the campaign drove 314,896 hits to the website from 165 counties around the world, with users spending on average 44 minutes bidding to guess all the station clues.
The game generated huge social media interest and was tweeted about more than 10,800 times, reaching over 10.6 million people. Furthermore, 28 percent of all referral traffic to the Look for Longer site came from either Facebook or Twitter.
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