Cheez-It
Vote for the Top Cheese 2012
DirecTV and PlayStation 3 Immersive Branded Destinations
REACH
44 MM HH
ROLE
Sr. UX/UI Designer
AWARDS
2013 FAB Award for Effective Integrated Advertising
THE GOAL
Increase awareness of Cheez-It’s 8 unique flavors by exposing viewers to and engaging them with multiple SKUs to lift purchase intent and behavior
Leverage the mass reach of iTV and gaming platforms to encourage target viewers to cast their vote for the Top Cheese 2012 election
THE IDEA
‘Vote for Top Cheese 2012’ — an election year campaign for snackdom’s highest office. Eight cheese candidates hit the campaign trail, vying for votes, and asking consumers to support their candidacy for ‘Top Cheese’ by engaging with custom games to rack up votes.
THE RESPONSE
All voluntary visits were exposed to 100% of the 8 product variants
In just three weeks on DirecTV and PlayStation, the Advanced TV initiative accounted for the majority of the campaign’s votes, with audiences racking up 58% of the 66MM votes accumulated (as compared to Facebook’s multi-month initiative)
Over 50 people went cross-channel to tweet about their Advanced TV experience
The Vote for the Top Cheese idea holistically generated double-digit sales increases—up to 25%—across featured flavors during the program
Credits
Partnering Creative Agency: Razorfish
