Rubik's Cube has witnessed the power of TikTok and social media campaigns during the COVID-19 pandemic.
The brand, which is celebrating its 40th anniversary in 2020, found that interest in solving the iconic puzzle reached an all-time high during lockdown, with many looking to learn a new skill while inside.
Capitalising on this interest, several Rubik's ambassadors – including Australia's very own Jack Cai – have been called on to inspire and teach people how to solve the cube, each Friday broadcasting on the Rubik's social channels to the brand's subscribers and followers.
The Rubik's Brand CEO Christoph Bettin said that the brand has seen significant engagement with its social content.
"We quickly learned at the start of the lockdown that solving interest was at an all-time high by those choosing to occupy their time with learning a new skill.
"Very quickly, the term #CubeAtHome was seen by over 17 million people on the TikTok channel, and this spread to other social media platforms with #AdventureEveryTurn hitting 2.1 million views in just one month.
"We amplified social channel interest with a new campaign called 'Adventure Every Turn,' which encouraged cube fans to view solution guides and enjoy the challenge of unravelling a scrambled cube."
Alongside the social media campaigns, the brand also recently celebrated Rubik's founder professor Ernő Rubik's 76th birthday on 13 July.
Later in July a new Netflix documentary, Speedcubers, is set to air, which follows the story of two speedcubers Feliks Zemdegs from Australia and Max Park from the USA, who participate in a championship competition.
The trailer alone has been viewed over 100,000 times.
Bettin added that while face-to-face events are off the cards for the moment, the brand is excited to deliver digital events instead.
"Face-to-face events are on hold for reasons of safety and social distancing but we’ve seen a phenomenal growth in digital engagement.
"This change in circumstance has seen a massive growth of interest in puzzles and games, together with a yearning for nostalgia.
"The 80s is now a decade admired even by those too young to experience it the first-time round.
"We will continue to celebrate during the anniversary year, when events that were hitherto ‘in person’ may well be adapted to online experiences.
"You cannot beat the power of face-to-face gatherings but we look forward to providing exciting interactive alternatives," he said.