For the promotion of the the Discovery Channel's Gold Rush show, which follows the daily life of gold diggers in America, what could be better than organizing a real gold rush on Twitter? Boosted by the influencer Terracid (1.1M subscribers), the activation gave participants the chance to win a real gold ingot.
How did it work? Share how you would use the ingot to treat yourself using the hashtag #UneJournéeEnOr! (AGoldenDay!) The social activation went through the roof with the hashtag trending throughout the day.