WHAT WE DID

The Race For Hungry Thirsty: a real-time Scalextric race, streamed on Facebook Live, with cars powered entirely by Facebook Reactions.

OAK flavoured milk has a loyal social following. So when it came to deciding which of three new flavours to launch next, it made perfect sense to put the decision literally in the hands of our followers.

In collaboration with Facebook, we set up a purpose-built Scalextric track—complete with trigger controls, and live commentary—and hosted a 30-minute live race. The OAK racing cars (racing car versions of the competing flavours: Blue Heaven, Vanilla Crumble and Choc Hazelnut) lined up on the starting grid. The stakes were sky-high, as the winner would be officially crowned as the brand new OAK flavour.

But the kicker was that each OAK car was powered entirely by Facebook Reactions, with each Reaction converting into greater trigger pressure—the more Reactions, the faster the OAK car.

The event was viewed by 222,000 people. The winning flavour: OAK Blue Heaven, sold out in the first week, making it the highest-selling flavour launch ever for OAK.

VIEW THE CASE STUDY

BESPOKED OAK RACETRACK

CONVERTED OAK PACKS INTO CARS

CREATED SOFTWARE TO TURN FACEBOOK REACTION INTO POWER

HIRED PROFESSIONALS TO CALL THE RACE

RESULTS