#WHHSH

R&R Partners

How do you create a social campaign around NOT sharing? We took our knowledge working with A-List entertainment brands and pitched Las Vegas as the ultimate Mystery Box. Through a series of surprise-and-delights, the mysterious hashtag #WHHSH – What Happens Here Stays Here – turned online mysteries into real-world rewards. The campaign evolved from tease content to social scavenger hunts, a fulfillment site, and an influencer play.

Social

A special shoot produced in-house introduced the hashtag via mysterious high-fashion looks. Eventually, the “mystery” of the black box was opened to reveal that Las Vegas itself –  was inside. In the final phase, a series of Influencers were flown to the city for exclusive experiences to share with their followers.

Experiential

The #WHHSH Hunts, frantic scavenger hunts across the nation, rewarded followers who followed clues on social leading to physical black #WHHSH mystery boxes. Finally, a series of live-streamed hunts allowed fans to follow along on the searches in real-time.

Digital

Social tactics drove fans first to our cryptic teaser site, then to the full launch experience – a timed Las Vegas prize generator dishing out exclusive Vegas giveaways by using the hashtag. Prize giveaways averaged nearly 8M impressions.