Advertiser: KRAFT FOODS
Agency: TAXI CANADA
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: KD POCALYPSE
Art Director/Designer: Jason Kerr (TAXI Canada)
Developers: Carson Shold (TAXI Canada)
Production Designers: Melissa Zeta (TAXI Canada)
Associate Creative Director/Writer: Mike Blackmore (TAXI Canada)
Interaction Designer: Jordan Kentris (TAXI Canada)
Print Producer: Tara Greguric (TAXI Canada)
Technical Director: Matt Burtch (TAXI Canada)
Digital Strategy: Zach Klein (TAXI Canada)
Account Manager: Zak Usher (TAXI Canada)
Developers: Bob Blevins (TAXI Canada)
Broadcast Producer: Brie Gowans (TAXI Canada)
Digital Producer: Hanna Bratt (TAXI Canada)
Developers: Kelly Keenan (TAXI Canada)
Executive Creative Director: Lance Martin (TAXI Canada)
Community Manager: Trevor Aune (TAXI Canada)
Group Account Director: Daniel Shearer (TAXI Canada)
Creative Director: Jeff MacEachern (TAXI Canada)
Production Designers: Veronica Wong (TAXI Canada)
Implementation
Simply put, the creative solution was a cultural hijacking. We anticipated there would be a significant amount of chatter about the supposed impending 2012 Mayan apocalypse, so we set our sights on weaving Kraft Dinner into the narrative. We built on the existing cultural dialogue and created a branded experience that rewarded people who got involved in Kraft Dinner’s preparation for impending apocalypse. Staying true to the spirit of the creative, our goal was to reward 20,012 KD brand lovers with a unique promotional product.
Outcome
We rewarded thousands of brand lovers who proclaimed that if the world did end, they’d want nothing more than to enjoy one last box of KD – a pretty substantial endorsement. In total, the program generated over nine million impressions with owned and earned media contributing a substantial percentage. Organically, we grew our community on Twitter by 460%, where engagement levels were remarkable, reaching an average of 3% across all our brand assets. Our success at generating a conversation around Kraft Dinner is further proof that social media is not restricted to online platforms.
Execution
We kicked off the program with a provocative question: If the world really were to end, what would your last meal be? We then fuelled the conversation with bought and owned media drivers. The first 20,012 people who tweeted their last meal would be KD with the hashtag #kdpocalypse were sent a box of KD Macaroni and Cheese directly to their house. As people got involved, their opinions became a source of earned media, resulting in further awareness and engagement. We also rewarded participants with an ongoing stream of program content, such as spoof videos and zombie survival guides.
Client Brief Or Objective
The objective was threefold. First, we wanted to reward nearly half a million brand lovers spread across two social platforms with a unique, promotional product. Second, we wanted to turn our brand lovers into advocates by providing them with a role in a branded experience. Third, we wanted to enrich the existing bond Canadians feel towards Kraft Dinner.