Web, Contest

The Challenge

Bick’s Pickles was looking for a fun and playful campaign to raise awareness around not just eating Bick’s on their own but having Bick’s pickles as a must-have burger topping. The creative concept needed to tell a story and have “Find this Bick’s a Burger” be the core idea and not just a tagline.


Bick's wanted the promotion to be more than just a simple contest form with prizes, they wanted the promotion to be engaging and have customers return to the site multiple times during the contest period.


The contest needed to have a social sharing element to it to help broaden the reach and awareness of the campaign.


The microsite contest needed to run on both mobile and web with communications driving traffic in-store, online (site, media and videos) and print.

The Solution

The Wired team got to work on a unique and custom concept where customers search for Bick’s burgers lost in Google’s Image Search. By finding the burgers in a sea of images, users got entries into the contest.

The contest was a huge success. With almost 500K impressions and 30K contest entrants. Customers were not only participating, they were engaged and returning, as well as sharing the contest with friends and family.

By providing extra ballots for social sharing the contest added a viral element. Boosting the number of entries by over 20% as a result.