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To promote the Italian launch of BOOMco, a new brand of Mattel blasters, we designed and developed a special project: the #BECCALITUTTI challenge. The challenge was a multi-stage campaign that involved famous YouYubers around the world, as well as social media influencers and Mattel’s own employees and partners in a massive blaster battle. Videos of the challenge soon went viral, earning us an award for best Viral Campaign at the European Excellence Awards in Berlin. Game, set, match!