Belgian bank AXA had just launched the Maxi prepaid MasterCard, a new credit card for designed young people. Users can’t exceed their credit limit and the card can be recharged from anywhere by parents. To demonstrate that the card is perfect for young people traveling abroad AXA created the ‘Going to Like By Likes’ challenge.
Cédric, a young man from Brussels was selected from over 200 candidates to complete. His mission was to travel from Brussels airport to Like Place in Hawaii as fast as he could, using just the Maxi prepaid card. The card started with a zero balance, and for every ‘Like’ Cédric received on the Going to Like Facebook page.
Cédric’s first challenge was to get 700 likes in 3 days in order to make it New York City. Once in the US he faced challenges beginning with trying to score a touchdown against the Harlem Gators, a team in the the Five Star Football League.
From there Cédric had to spend a night in the woods near where the Blair Witch Project was filmed, to the Big Texan Steak Ranch near Amarillo, home of the 72 oz steak challenge (he came up short and lost 72 credits on his card), to finding a bride for a quickie marriage in Las Vegas.
The campaign was put together by Duval Guillaume Modem.