Pop-Tarts: TASTE OF MUSIC

Credits & Description:

Category: Best Use of Social Media Marketing

Advertiser: KELLOGG'S

Product/Service: POP-TARTS

Agency: BIGGS/GILMORE COMMUNICATIONS

Date of First Appearance: Mar 1 2010

Entrant Company: STARCOM USA, Chicago, USA

Entry URL: http://www.youtube.com/user/KelloggsPopTarts?v=kL9bl90ZDGI&feature=pyv&ad=5277624175&kw=venetian%20princess&gclid=CMjK9fPGyKICFWfF3AodZnHUEw

: Jeff Razniewski (Starcom USA)

: Claire Mulbrandon (Starcom USA)

: Evan Jackson (Starcom USA)

: Mark Sokolowski (Starcom USA)

: Andrea Doucette (Starcom USA)

: Rachel Pawlow (Starcom USA)

: Anne Enright (Starcom USA)

: Scott Sundheim (Kellogg's)

: Andrew Shripka (Kellogg's)

: Zena Arnold (Kellogg's)

Media placement: Online Video - YouTube - 14 April 2010



Insights, Strategy & the Idea

Teens live in a world laden with responsibilities, making their schedules feel repetitive and routine. So the need to make their days less routine becomes all the more important. Fulfilling this need should be fun and afford them the best opportunity to express their individuality and creativity.



Teens embrace the act of discovery, whether it is clothing, music or games, as a way to break the monotony of routine and share their individual passions with their friends. Knowing these insights, a rigorous challenge presented itself to Pop-Tarts. How could the brand communicate and reach Teens in a way that was not associated with their repetitive routine, allowing them to discover a moment of fun and share it with their friends?



We were up for the challenge. Our Taste of Music campaign was designed to integrate the thing teens love most about Pop-Tarts, the flavours, into music their number one passion.



Creative Execution

We exploded into Teen conversations by initiating a war - a YouTube war between two of the site’s most popular teen personalities. The Challenge - to pick the best flavour of Pop-Tarts. Dave Days, the #1 most followed musician on YouTube, kicked off the battle with his tribute to Pop-Tarts Brown Sugar. Venetian Princess, a Top 10 YouTube personality, rebutted by appealing to her 750,000 followers with a love letter to Raspberry that directly challenged Dave’s love of Brown Sugar.





The duelling pair created the perfect storm to rally Pop-Tarts’ teen fans; the two had never come together before and each of their personalities embodied their favourite Pop-Tarts flavour – Dave Days’ sweet personality for Brown Sugar and Venetian Princess’ tart attitude for Raspberry. The battle culminated with a first of its kind duet mash-up video.



Results and Effectiveness

Our war over Pop-Tarts ended peacefully with victorious results.

• 339% increase in YouTube visits the day of the masthead

• Delivered 300,000 hours of time with the Pop-Tarts video content

• A first-ever ad offering on the YouTube masthead that garnered 53 million impressions (35% over-delivery)

• Captured 5MM views of the final, 3-minute mash-up video

• Conservatively equates to 20 Teen 12-17 TRPs in TV which would cost $600K versus $250K for the masthead placement

• Postings to the YouTube videos sky-rocketed with over 750 comments accounting for 50% of all channel comments in the first half of 2010.