H-03-11. Interactive reality show ‘Hitchhiking to Havana’

Agency	Red Keds
Creative head	Eugene Stroynov
Author of idea	Valery Volchetsky
Product	Havana Club, "7 days in Havana" film, Havana Clab rum
Description	Тask. Announce the release of the film "7 days in Havana" in social media and gain a following for the Havana Club Russia Facebook page. The idea. An interactive reality show on Facebook. Havana Club is a real Cuban rum. Rum from a country of pure emotions, а country where people can be happy and free. Without money and without shoes. This special view of the world, the spirit of freedom, of finding your own way — this spirit can best be expressed by Hitchhikers! The solution. The launch an online reality show on Facebook, "The Hitchhiker's Guide to Havana!" A show about six people who leave everything to go to Cuba. Three teams were selected by competition. They traveled from Moscow to Cuba, hitchhiking, filming each day with a video camera. Each of the three teams had their own, individual route. Arriving at checkpoints, teams carried out assignments related to Havana Club rum, the film, and additional tasks from users. The victory went to the team could tell the most interesting story and could get the most likes on Facebook. Results The application got more than a 100 000 "likes." The coverage on Facebook alone was 4 000 000. The project was written about by various outlets. After the project, participants were invited for an exclusive interview on the channel A-ONE. And about three million additional people learned about the show and Havana Club rum.
Team members	Producer: Vitaliy Malykhin Strategist: Roksana Bushkova Art directors: Andrew Melnikov Designer: Andrew Krusanov Сopywriter: Valeriy Volchetsky Social media manager: Maxim Yurin, Valeriy Volchetsky Programmer: Ivan Brylev Manager: Anton Leschenko

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