GROUPME

Flo Finda

A cross-campus March Madness social competition through the GroupMe messaging app.

For GroupMe’s first brand campaign, we created a mobile scavenger hunt that spanned 10 college campuses. To play, students downloaded GroupMe and added the “Flo Finda” contact, which delivered clues to locations on their campus. The school with the most points earned a free Flo Rida concert for their school.

I couldn’t resist naming the event…

Clue #1: The Flo Riddle

Flo Rida kicked off the first clue by rapping a "Flo Riddle" which led to the main quad on each college's campus. I still can't believe he did this.

Clue #2: Influencers gif

We worked with five social media influencers to announce the second clue. They posted their videos and photos through their channels and we combined their submissions into an animated gif pushed through the app, leading Flo Findas to their college's basketball A-R-E-N-A.

Clue #3: The Old Emoji and the Sea

The third clue was the story of Old Man and the Sea, told through GroupMe's emoji library and leading to the main undergraduate library on each campus.

And I wrote one more just for fun. You get one Flo Finda point if you can guess it correctly.

Clue #4: The Lunch Lady meme

The fourth clue was a meme of a lunch lady posing next to a trophy made of raw bacon, Kraft singles, and lettuce, leading to the campus cafeteria.

Clue #5: The Beer Stein Basketball Brawl

The fifth clue led to well-known watering holes near the school campuses. We built a tabletop basketball court, printed beer stein-sized jerseys, and scrapped together a video of a basketball game between two heated rivals.

And the winner is...

Connecticut and Michigan State duked it out throughout the campaign, but UCONN's rally in the final two days was enough to clinch a victory. Of course, we got Flo to announce the winner and pushed the video through the app.

Getting Flo Rida to say "you found the Flo within yourself" is potentially the highlight of my entire career.