We needed to showcase two new Hot Pockets flavors from the Limited Edition line, the goal being to attract new customers and drive purchase from current buyers. And when it comes to offers too good to last, nothing beats a good old-fashioned infomercial. We hired a YouTube sensation, Toby Turner, to get his Billy Mays on, and created the most outrageous, delicious, eat-now-before-it’s-too-late video known to direct-response marketing.The campaign drove huge awareness for the Limited Edition flavors on Facebook. The video quickly went viral, garnering 5 million video views and maintained a spot on the weekly Ad Age Viral Video Chart for 3 weeks. The campaign encouraged many levels of consumer engagement and entertainment on Facebook. Our hot 1-800 number received thousands of voicemails from Limited Edition fans eager to leave a testimonial, the Limited Edition store had people salivating to get the goods and users followed in the footsteps of the Hot Pockets assistant Wanda by uploading their own videos of how they cool down their Hot Pockets. Besides driving huge awareness, sales growth during the campaign outperformed projections by a huge margin. The result was a Facebook campaign that still has people liking, sharing, talking and tweeting.
http://www.youtube.com/watch?v=JP3weVhLP_I&list=PLQ1yQFh0yTisybCVyAY-N_CYMAIeEI2eW&index=4
