To support the launch of UNO Quatro, our new spin on the classic four-in-a-row game, we took to TikTok and launched our nationwide search for the first-ever Chief UNO Player. Litzy Santa, our Chief UNO Player, played UNO Quatro for four hours a day, four days a week for four weeks in New York City’s Pier 17 - The Seaport. Throughout her time as Chief UNO Player, we captured TikTok content of her playing with fans and influencers alike. She also received a cash prize of $4,444.44 for each of the four weeks (totaling nearly $18k).
We created an application video featuring existing members of the UNO marketing team to drive awareness of the program, encouraging fan submissions via stitching our original video. The application video took the internet by storm, seeing nearly 19M video views and securing features in top outlets such as CNN, The New Yorker, AdAge, among many others.
To sustain the program for four weeks, we engaged Litzy Santa (our Chief Uno Player) to create custom content that was on-trend and culturally relevant for UNO fans. She also participated in four livestreams with four influencers (Sabrina Brier, Arielle Lewis, Duncan Joseph and Dominique Little) where they played UNO Quatro and taught fans how to play this new, exciting game from UNO. Each livestream lived on both UNO’s and the influencer’s channels to maximize potential reach and bring their respective fanbase into the world of UNO. Our influencer partners also created two sets of custom content: videos to drive tune-in for the livestreams and a separate set focused on gameplay content driving to retail to purchase UNO Quatro.
Throughout the program, we captured over 30 pieces of original content, resulting in 17.9M video views on TikTok alone. Content was captured on-site and tapped into current TikTok trends like the “Me and My Bestie”, Take It or Double It, Four Questions and ASMR trends that resonate with Gen Z and Millennial TikTok users.
The execution broke records for the brand, garnering 5 Billion PR impressions and 49.8 Million video views, up 326% of our 15 million video view benchmark, throughout the campaign, proving to be the biggest digital moment for the brand to date.
