Agency launches BuildABash.ca and social media campaign for Canadian wireless provider

TORONTO, ON / AUGUST 10 – Extravagant, overblown and over-the-top bashes aren’t just for the stars of My Super Sweet Sixteen anymore. To bring the ultimate party to the people, Koodo Mobile has hired Espresso to create Build-a-Bash and the social media campaign to promote it.

Open to Canadians thirteen and up (excluding Quebec), BuildABash.ca encourages users to virtually build their own dream party (valued at $50,000) and earn points toward a chance to make it a reality. Partiers earn points by finding Koodo codes, voting on party elements and participating in koodo-tainment – fun activities that range from word games to visiting a local Koodo kiosk. Weekly prizes will also be given out throughout the course of the campaign. The contest started on August 6th and will run until October 1st.

Along with creating BuildABash.ca, Espresso, a brand infiltration agency based out of Toronto, will link consumers to the contest through Facebook Connect, a Twitter personality (@koodoparty), launch events in Vancouver (August 13th) and Toronto (August 20th) and a few surprises along the way. Those who attended Vancouver Pride on July 31st were treated to a special sneak peek of the program at Koodo’s Big Night Out – Davie Street Pride Party. The agency will also act as master party planner for the grand prize winner.

“We’re ecstatic to play our part in capturing Koodo’s energetic and fun vibe and bringing it to this campaign,” says Jacquelyn Corbett Cyr, Chief Executive Officer of Espresso. “Build-a-Bash and the promotions around it bring value, entertainment and shareability to current and potential Koodo customers that we think will generate some great word-of-mouth buzz for the brand.”

Lise Doucet, Koodo’s VP Marketing agrees, “Koodo needed a strong marketing partner with social media savvy and experience for Build-a-Bash, and we have that with Espresso. We love a good party and can’t wait to help throw the ultimate one for one lucky winner at BuildABash.ca.”

To view print-ready, hi-res images of the Build-a-Bash campaign, please see http://www.brandinfiltration.com/media/images/buildabash.zip

About Espresso
Espresso is a Brand Infiltration™ agency that takes a progressive approach to integrated marketing. Blending strategy, creative, and tactics, Espresso takes action in digital, experiential, and classic infiltration channels, designing consumer-lucrative strategies focused more on sharp shooting than mass blasts of fire. With over a decade of experience and offices in Toronto and Boston, Espresso’s team of Infiltrators has been designing, executing, and measuring award-winning campaigns since 1995.

About Koodo
Launched in March 2008, Koodo Mobile is Canada’s simple, affordable and flexible mobile alternative for those who just want to talk and text. Koodo Mobile offers a transparent approach to cellular service with per-second billing and no fixed-term contracts or activation fee. Service plans are pre-packaged or build-your-own. Customers have the option to purchase a phone or take advantage of the revolutionary Koodo Tab. Up to $150 of the phone cost can be put on the Koodo Tab and Koodo Mobile contributes 10 percent of the customer’s monthly bill towards paying the Tab. When it’s cleared, they accumulate points toward a new Tab for future phone purchases. Visit koodomobile.com for information and retailers