Overview
Cloak knows their audience. To create hype for the Cloak x The Oregon Trail collection, the digitally native, gamer-focused clothing brand invited their followers to take part in an adventure by texting them, creating a text-based version of everyone's favorite elementary school computer game.
Using Community's Auto-response Keywords feature, Cloak let Members dictate their journey down the trail, described by humorous, nostalgia-invoking replies activated by keywords.
No one died of dysentery, but the text-based adventure did produce results: those who played were rewarded with a 15-minute early access window to the drop, which drove a 23.8% CTR in the collection release text.
When you communicate authentically and directly to your audience, they respond. Community makes it easy to do it in unique, creative ways, at scale.
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