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From the 6th Annual Shorty Awards

Cheez-It Gets "Smart"

Entered in Brand Response

About this entry

In an effort to quickly gain followers for its newly minted Twitter account, Cheez-It initiated a Twitter conversation with Smart Car in a hilariously unique (and delicious) way.CHEEZ-IT had plenty of great content to share on its new Twitter handle, but no one to share it with. The brand needed to garner followers quickly in order to get real-time cheese news to the world. Utilizing the insight that CHEEZ-IT fans love to play with their food, we scoured the Twitter-verse for a brand willing to play. Enter Smart Car, a like-minded brand with a pre-established following ripe for tapping into. One Smart Car, 12k CHEEZ-IT crackers and 15 tubs of proprietary adcheesive later we had one incr(edible) ride that was the centerpiece of an unforgettable Twitter conversation. One that generated a 53% increase in the CHEEZ-IT follower base in just 24 hours.

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