Sour Patch Kids, owned by Mondelez International, is using TikTok to bring back April Fools jokes with an incentivised campaign with creators in order to generate content and a social movement across the video based platform.
The candy brand has teamed up with 5 TikTok influencers to help spread the word of their upcoming ‘Prank Fund’ campaign where 25 winners can win $1000 or free sweets.
TikTok users are being encouraged to film their April fools pranks and use the hashtag #SourPatchPrankFund and #Sweepstakes as text overlays on their videos in order to submit their entry.
The aim of the campaign is to gain organic traction on TikTok and to tap into Sour Patch’s young audience who engage and enjoy their products. The competition is also encouraging that the winners share their prize with those with whom they have pranked, encouraging sharing like you would with their candy.
Competitions are a great way to drive engagement for any brand and with clearly defined rules and requirements for competitions, it’s also a great way to gain free content in return.
Source: Marketing Dive
