When OPI set out to make its new RapiDry culturally relevant and Gen Z-approved, they partnered with Praytell to ignite buzz across social and traditional media. With a tight budget, insight-driven strategy, and big ambition ("We want this new product to be everywhere”), the team tapped into Gen Z’s snacking obsession to build a challenge designed for virality.
Just in time for the Super Bowl, Praytell partnered with TikTok-viral Wingstop for the Snack in :60 Challenge: turning game day’s messiest moments mani-approved. Led by Ashtin Earle, the challenge exploded across social feeds as creators put the claim to the test and provided you can snack 60 seconds after polishing. To amplify buzz, OPI dropped 1,000 Snack in :60 kits and hosted an exclusive NYC event for media, influencers, and consumers. By blending beauty, food, and social play, Praytell transformed RapiDry from a product launch into a must-have Gen Z staple that lived everywhere people were talking, sharing, and snacking.
