Yoplait launched a new 100-calorie product, Delights—delicious parfaits in 4 flavors. To create awareness around this product, we created an experience that positions Delights as the treat you can feel good about. To enhance the delightful escape that the parfaits already provide, we created short, customizable soap-opera scenes. The user can choose from 4 different groups (10th graders, senior citizens, bankers, and a quirky community theater) and have them all perform 3 unique scenes.
Yoplait® asked Publicis Modem to craft a digital campaign to educate the Gen Y demographic. So they went where the target is—Facebook—and turned something educational into something sharable.
The campaign uses Facebook the way the target does, utilizing gifting, tagged photos and even quizzes all with a twist. Some of the applications go beyond Facebook’s current functionality, locking out boys completely.
The video that greets users on the Facebook page asks girls to pledge to their girls. No models. No actors. Just real women, real bodies, and real stories. Just 200 or so young women who walked through Washington Square Park one rainy Tuesday and volunteered to help change an unknown statistic.
Know Your Girls, Lower your risk. Take the Pledge at Facebook.com/YoplaitPledge.
What do a singing pickle, hilarious possum, angry French Man and German TV show have in common? Fruit Gushers! Introducing the new digital campaign from General Mills allowing kids to literally gush the world.
Using codes found on packaging, kids can unlock 12 different mini-site experiences of lightly branded fun. To decentralize the experience and to promote sharing, each experience is self-contained and independent from the main site. Kids are also able to gush their friends on their favorite websites and download special video gushes, enabling them to gush their own videos.
The goal was to gush the world. And with 13 websites, multiple videos, applications, tools and partnerships, you pretty much can.
To promote the cholesterol-lowering power of Honey Nut Cheerios, we launched a disruptive, one day only experience on AOL’s homepage. How easy is it to lower your cholesterol with Honey Nut Cheerios? As easy as pouring milk into a bowl.
People don’t believe Fiber One products are high in fiber because they taste great. We extended the offline campaign into the digital space by inventing I.D.S. (Irrational Disbelief Syndrome), a condition where normal people have a hard time believing in things universally understood to be true. Hosted by the eccentric Dr. Taggert Bane, users visiting the site can watch/share videos of the patients, take disbelief tests and even experience a virtual trust bridge. In the several months its been live, the site has helped to drive over 450,000 Fiber One samples and encouraged a lot of people to question their disbelief of tasty fiber.
Cartier celebrated its 100 Years of Passion and Free Spirit in America with a media blitz, a bicostal invitation-only exhibition and a luxe centennial microsite experience. The web experience lets patrons explore a century of Cartier style, virtually tour the grand exhibition, and discover the new Cartier 100th Anniversary limited-edition pieces.
Eat em up, eat em up, eat em up
The Reese’s Puffs Dance Battle website lets kids customize their own characters, mix their own Reese’s Puffs Rap and choreograph their own dances utilizing a rich variety of contemporary moves – The Harlem Shake, Freaky Shuffle and Mic Spike to name just a few. Add in custom backgrounds, some bling, retro style and even a lapdog or two, and the personalization options are almost endless. In just over two months, there were over 200,00 saved dances and over half a million unique visits to the site.