Background
June this year gave BBH the perfect opportunity to create a less serious version of a world match, fronted by Chuck, the enigmatic character who so effortlessly leads a 'Life less serious' simply by sucking on Chupa Chups lollipop.
Aim
Echoing with the major football event which got the world in a frenzy, BBH Asia-Pacific launched the Chuck's Cup 2010.
Execution
A website, true to Chuck's philosophy of leading a 'Life less serious', was created to make even participating in Chuck's Cup effortless.
Upon entering the site, one could start scoring points for a country of choice by simply remaining logged on to watch the Cup, which was actually a Tea cup. No further activity was required.
The site also allowed visitors to increase their country's chances of winning by recruiting friends to join in via social media channels such as Twitter and Facebook.
Visitors to the site were rewarded for reaching milestones in the game with prizes starting from fun downloadables to autographed Chuck posters and Chuck plush dolls, and finally the coveted Cup itself.
Results
In just six weeks, players representing 188 different countries scored almost two billion points.
There were some unexpected surprises too as even Singapore finished in the top 10.
In total, the audience spent more than 53,000 hours playing Chuck’s Cup – the equivalent of six whole years of people watching a tea cup.
The winner, Dimitry from Russia, played over 500 hours and scored 141,128,500 points.
