When tasked with activating Just-Eat's new campaign platform "Did Somebody Say...?" featuring Snoop Dogg in the Danish market, our goal went beyond merely localizing the related global marketing campaign assets. We aimed to enrich the platform by incorporating an activation layer that would address the lingering consumer question that tends to follow: "What does it mean for me?"



To highlight the extensive list of cuisines and food options available on Just-Eat's platform and create a personalized and engaging brand experience for our audience, we incorporated an interactive competition layer into the campaign activation. Tapping into consumer insights, we encouraged existing and potential users to download the app and "Spin the Wheel" for suggested food, cuisine and restaurant orders and compete for instant-win prizes like free offers, meal vouchers, or even free orders from selected restaurants.


In addition to the digital activation layer, we executed a full subway takeover and experiential marketing and live brand activation, which included a pimp mansion-style selfie-lounge setup in the heavily trafficked Central Train Station of Copenhagen. This setup allowed passers-by to spin the wheel in real life and pose with the Dogg himself (albeit in cardboard version) in a lounge fitting only for a true Dogg, complete with studded leather couches, fluffy carpet, and all the trimmings.