an integrated campaign generating hype for Season 2, by spreading Ted’s kindness and unconventional wisdom.
phase 1 — #ToastMe Twitter activation
50+ BRANDS ENGAGED
phase 2 — #believe integrated campaign
Ted gets London believing for the EUROs by flooding the city with his famous “believe” sign.
he's painted it up big at Boxpark Shoreditch, and even got it printed in the Evening Standard, as a tear-away sign, before England's derby vs Scotland.