Hide-and-Seek: Social media influencers stream live in overnight challenge at Batley store
A supermarket’s latest marketing campaign has resulted in thousands of likes online after three social media influencers took part in an overnight Hide-and-Seek challenge.
Abu Bakr Supermarket’s managing director Hamza Hussain invited online personalities @King_ar4, @demztvofficial and @bigstackhardestman to spend the night inside the Batley grocery store.
The challenge was streamed live on Kick, while a video titled Hide-and-Seek Overnight in Grocery Store has received thousands of likes on YouTube.
Short-form videos and reels from the challenge have also been shared across TikTok, Instagram, Facebook and other platforms, extending the campaign’s reach beyond the original livestream.
The idea reflects a growing trend among businesses to work with social media creators to reach younger audiences, using entertainment and online personalities to generate interest rather than relying solely on traditional advertising.
Hamza said: “I know @King_ar4, @demztvofficial and @bigstackhardestman personally, so I felt I could approach them with an idea that was a little different from the usual influencer promotion.
“I wanted to create something exciting that would give them a genuine opportunity to entertain their audiences while introducing Abu Bakr Supermarket to people who might not have come across us before.
“I explained the concept of spending the night in the store and turning it into a hide-and-seek challenge, with the opportunity to livestream the experience and create content that people would want to watch, share and talk about.
“The idea was to make the supermarket part of the entertainment, rather than simply asking influencers to advertise a business.”
Hamza, who is just 23, believes understanding the habits of younger consumers is increasingly important for businesses looking to build their profile.
“Being 23, I understand how younger audiences discover brands and how important social media, creators and online communities have become,” he said.
“You cannot always reach that audience through traditional advertising alone. You have to understand the content they enjoy and find creative ways to become part of those conversations.”