Our own thinking · hypothetical
How this week's mechanics could work for well-known brands, and a builder that writes an idea and a tracking plan for any brand you type in.
Try it yourself
Type a brand and pick a goal. You'll get a campaign idea based on a real trend from this week, plus a short plan for goals, KPIs and tracking.
These are not real campaigns. They're our own ideas for how this week's mechanics could work for well-known brands, and the brands named aren't involved.
Idea for Spotify
A live-streamed, long-form game show where the most obsessive fans of one artist compete using their listening data.
Mechanic: Fans opt in with their stats; top listeners qualify; the artist hosts the final.
See the full plan →
Inspired by: KFC's superfan game show (Adweek)
Idea for Red Bull
A month-long skate/run/ride challenge where each suburb's tracked activity lights up live DOOH (digital out-of-home) boards, ending in a street event in the winning suburb.
Mechanic: App or Strava tracking → live DOOH leaderboard → finale event.
See the full plan →
Inspired by: Hoka's Strava-to-DOOH marathon build-up (Digiday)
Idea for IKEA
Players donate unused in-game furniture from home-building games; each donation unlocks a real-world contribution to a housing charity.
Mechanic: In-game donation → public tally → matched real donation.
See the full plan →
Inspired by: Kirkens Korshær's Secondhand Skins (Creative Review)
Idea for Air New Zealand
A club night built as an airport lounge: boarding-pass tickets, a DJ ‘in-flight set’, with one attendee winning real flights.
Mechanic: Free limited tickets via registration → shareable set → creator clips.
See the full plan →
Inspired by: -196's konbini club night (Campaign Brief)
Idea for Nike
Publish open, evidence-rich data on shoe fit and runner reviews, designed to be cited by AI assistants when people ask which shoe to buy.
Mechanic: Structured reviews + third-party testing → content AI tools can cite.
See the full plan →
Inspired by: Research on reviews and evidence in GEO (generative engine optimisation) (Marketing Week)
Idea for Xero
A social-first comedy series built on real frustrations small-business owners have at tax time, co-written with accountants.
Mechanic: Crowd-sourced truths → short sketches → LinkedIn and TikTok.
See the full plan →
Inspired by: Humour as B2B (business-to-business)'s weapon of choice (Marketing Week)