The Ask
Inspire kids to continue asking for Lunchables after they’ve typically aged out by thinking more like a content brand, less like a CPG company.
The Answer
Wildly integrated 360 campaign spearheaded by ten-episode online show starring Rob Dyrdek, supported by broadcast, digital, social, packaging and an integration into MTV’s Fantasy Factory.
The Response
Over 120MM video views.
118% increase in social shares.
19x visitors from previous year’s program.
Helped Lunchables become only the fifth $1B brand at Kraft.
Became the lead new business case study for the agency’s “One Agency” model.
A TV spot promoting the show drove viewers to the site where the episodes lived.
Tanner Foust Episode
Dude Perfect Episode
Lesean McCoy Episode
Jagger Eaton Episode
Kawhi Leonard Episode
Freddie Wong Episode
Jabbawockeez Episode
A responsive site housed all episodes and bonus content.
In addition to the show, kids could win a chance to either guest star in a Fully Uploaded episode or a spend a VIP Weekend in LA with Rob. We developed the site and TV spot for that, as well.
Site for promotion 1 of 2. Grand Prize: VIP Weekend in LA.
Site for promotion 2 of 2. Grand Prize: guest starring role on an episode of Fully Uploaded.
Small sampling of social
Credits
ECD: Adam Wilson
CD/Art Director: Jeff Bossardet
CD/Writer: Jayson Szott
Art Director/Designer: Mark Wetzel
Broadcast Director: Matt Bieler, Serial Pictures
Content Production/Director: Superjacket/Freddie Wong
Motion Graphics and Design: Buck