warburtons social media campaign

_Crunch Time – a social media competition.

_Last year, we helped Warburtons launch some new snacks.

Their names were slightly bonkers, but behind the cartoon packaging was a tasty, healthy alternative to fatty crisps.

_The launch was very successful – strong messaging and a very evocative look and feel. But how to follow it?

_A social media driven, online competition.

_We began by building anticipation and a loyal social network following, in the 6 weeks leading up to Crunch Time.

Activity included seeding hashtag # games on twitter…

_And a fiendish Mystery Word game.

_By the time we launched Crunch Time, Warburtons Snacks had:

1,000 Twitter followers 850 Facebook fansMultiple forum discussion pages

_Questions were posted at 12 and 4pm every day, with the answers to be found somewhere on the site.

But there was a catch.

The site was built on a sophisticated CMS, allowing us to change any content in real time.

So players had to visit the site at exactly the right time, to get exactly the right answer.

_Some people enjoyed it

_Some not so much…

_But it created a huge amount of buzz and chatter

_Of course buzz and chatter is all fine and well, But what about results?

11,000 competition registrations

Hundreds of pages of forum discussions

Average site dwell time of 6-7 minutes

Shops selling out of snacks across England

_The campaign took off like wildfire…

Unfortunately, so did the factory.

_Thanks

Brian BradyCreative Director

E:brian@breatheagency.comT:@heavybreathersW:breatheagency.com