Campaign Overview

Joyride Sweets partnered with Realtime Media to launch a high-velocity shopper activation at Target, designed to drive retail sales, build brand affinity, and energize an engaged fan base. The core promotion was a summertime Golden Ticket scavenger hunt—five winning tickets hidden in select Joyride candy packages, available on endcaps in Target stores nationwide. The grand prize: a trip for four to destinations featured in co-owner and digital creator Ryan Trahan’s popular “50 States in 50 Days” YouTube series.

Early in the campaign, Joyride set social media ablaze with the #JoyrideHour challenge—a record-breaking activation that saw fans smash the Guinness World Record for “Most photos of people holding candy uploaded to Instagram in one hour.” Shoppers flocked to Target endcaps nationwide, snapping photos with Joyride candy and sharing them online. Fan participation kept building beyond the record-setting hour, ultimately generating over 18,000 posts, clearing shelves, and turning the moment into a cultural flashpoint that united fans, amplified brand reach, and showcased the power of community-driven marketing.

Our Solution

Realtime Media collaborated with Joyride to bring the Golden Ticket scavenger hunt to life. We provided end-to-end digital promotion strategy, including landing page development, legal structuring and game piece seeding, and secure prize claim technology.

Featuring two newly released, limited-edition Joyride candies exclusive to Target alongside the broader product lineup, the campaign also served as a high-visibility product launch platform.

Our Approach

• Compliance & Operational Integration: Realtime Media developed a precise random distribution plan for the five Golden Tickets, accounting for the program’s complexities and ensuring fairness and full legal compliance. This included coordinating with the brand’s operations team on packaging for the winning tickets, managing game piece seeding, and safeguarding equal odds for Alternate Means of Entry (AMOE) participants.
• Grand Prize Experience: Each winning ticket unlocked a trip for four to a location featured in Ryan Trahan’s YouTube travel series—creating a seamless bridge between influencer storytelling and brand experience. Realtime Media managed the entire booking and coordination process for each trip, handling logistics from start to finish to ensure a smooth travel experience for each winner.
• Prize Redemption & Consumer Journey: Winning ticket holders scanned a unique QR code directing them to a secure prize claim site, where Realtime Media’s platform handled code validation, winner verification, and fulfillment—delivering a streamlined, user-friendly experience.

Key Benefits

• Retail Activation at Scale: The Target-exclusive Golden Ticket hunt leveraged nationwide endcap placement to drive in-store traffic and incentivize purchases through an engaging shopper marketing experience.
• Guinness World Record & Expanding Community Activation: The #JoyrideHour challenge set a world record for Instagram photo uploads in one hour, with fan participation surging to over 18,000 posts. The activation united fans, generated cultural buzz, and amplified brand reach well beyond the event itself.
• Influencer-Led Storytelling: Ryan Trahan played a central role in amplifying campaign visibility and fueling excitement across social platforms. His active involvement brought authenticity and a built-in audience, creating a strong connection between the brand and its target consumers.
• Seamless, Compliant Execution: Realtime Media’s strategic oversight ensured the complex scavenger hunt ran smoothly—from packaging and retail coordination to prize redemption and winner fulfillment.

Conclusion

By combining a Target-exclusive retail strategy, influencer reach, and expert management of a complex scavenger hunt, Joyride’s Golden Ticket campaign delivered standout engagement both in-store and online. The addition of a Guinness World Record activation brought cultural buzz and community energy to new heights—while Realtime Media’s behind-the-scenes expertise ensured flawless execution from endcap to prize delivery.

Interested in learning more about how we can help with your next Digital Promotion? Get in touch with us today!