SmileDirectClub's bright on® LED accelerator light boosted the performance of their fan-favorite, teeth-whitening pens. With just two 5-minute sessions a day, for one week, the combo could create a smile that was 9-shades brighter and lasted for six months. So the question was: "Can we create an unexpected way for people to have fun and be entertained during the five minutes they're whitening their teeth?"
The LED accelerator light was powered via a physical connection to users' smartphones and held in place between their teeth. With mouths awkwardly occupied, phones in-hand, and just five minutes of downtime, what possibility was there for users to have fun with the brand? As it turned out, a lot. I teamed up with ACD/Copywriter, Jennifer Dowling Urenia, to pitch Hummy-oke: a hummable karaoke experience that turned teeth-brightening up to eleven.
An insert card containing a Snapcode would be placed into retail packaging inviting users to scan and launch the experience in Snapchat. A custom Snap lens would be triggered by the appearance of the LED accelerator light in the mouth, and throw users into an AR club environment where they'd hum along to a collection of pop songs. Unique badges and customizable bright on burst effects turned these fun experiences into something users could capture and post across various social channels.
It was an experience that was shareable, PR-able, and had the potential to get the brand seriously noticed.
