Six friends theory put to the test in
a one day blogging competition




Facebook follower growth within 19 months from 172.


One event. One blogger. 871k reach. Wow.


DRUM Social Buzz ‘Best Blog’ Award

Six degrees of separation is an idea first proposed in 1929 by Frigyes Karinthy which simply proposed that any two people in the world can be connected to each other, via a friend of a friend, in six (or less) steps.

Mercure UK adopted the theory for a global competition, but simply buying media would not provide the necessary reach and awareness for engagement they needed.

The solution played on the idea of human connection, with a Blogging game played in real-time by bloggers and their followers.

Sixteen bloggers were placed in a room and asked to complete a series of tasks such as finding a friend up a mountain, or get a picture of four generations of a family in the same shot. Additionally there were time pressured competitions such as seeing who could get the most re-tweets with a real-time scoreboard displaying their progress.

The bloggers were surprisingly inventive and imaginative in their bids to complete the tasks, with over 600 pieces of unique content generated, and tracking via hastag showed an eventual reach of 7.2 million.

The Blogging game was a fun and innovative event which generated reach far in excess of targets for Mercure, and won a DRUM Social Buzz Award for Blog of the Year.

"The blogger game was really innovative. It complemented the campaign and Mercure brand."

Mercure Marketing Manager | Mercure

"I was honoured to be invited to test my social media skills and followers."

Laura Hyatt | Winning blogger

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