What Was The Golden Cog?
To build buzz for The Factory Adventure Park grand opening in June 2018, I wanted to do something that was unique and fun, generated excitement in the community but wasn’t costly to pull off.
I came up with the #GOLDENCOG campaign. Building off of Charlie & The Chocolate Factory (and the fact that we were called “The Factory”) I created physical golden cogs with our Factory logo and distributed them throughout London in key places. If you found one of these, you’d win a free play package of the ropes, trampoline and warrior course during grand opening weekend plus a chance to win a membership for a year. Clues were released on Facebook and Instagram (posts & stories).
The first week we focused on Old East Village where we were located and worked with 8 influential OEV businesses (like Illbury & Goose and The Been Garden to name drop a couple) and hid the cogs in their businesses. The following couple weeks, we ventured throughout London and placed them at Fanshawe, UWO, local parks, and partners of 100 Kellogg.