In March, the got chocolate milk? campaign launched the BECOME ONE program, partnering with football legend Hines Ward to transform him into an endurance athlete at the IRONMAN World Championship in Kona, Hawaii. Three everyday athletes – a mom, a medical student and a challenged athlete – won the chance to train alongside Hines and under eight-time IRONMAN World Champion Paula Newby-Fraser. The team members serve as chocolate milk ambassadors, sharing their progress at races, via social media, blog posts and media interviews. Program objectives included: •Awareness: Generate awareness of chocolate milk's post-workout recovery benefits through reality-style webisodes •Engagement: Engage a wide range of athletes and influencers to inspire them to include chocolate milk as part of their after-exercise routine Our program strategy consisted of: •Launching a shareable long form video series that followed the team on a journey to conquer the most coveted, yet challenging one-day endurance competition on the planet. •Leveraging key milestones to generate awareness of the chocolate milk recovery messages and drive “tune-ins" of the video series •Tapping sponsorship of IRONMAN to endorse the REFUEL message to media and their online community •Partnering with IRONMAN elites to validate the credibility of the campaign and spread the messaging to their fan base •Leveraging the social media channels of our athletes to deliver REFUEL awareness, pictures of training, tips for other athletes to learn from and blog posts about their journey EXECUTION AND TACTICS: To bring the REFUEL science to life, the BECOME ONE team engaged consumers both traditionally and digitally through a variety of vehicles: •Team BECOME ONE: The team launched a nationwide search in fall 2012 to find three “everyday athletes" to join Ward and Newby-Fraser on the training and recovery journey to BECOME ONE. oOn October 12, 2013, all BECOME ONE team members crossed the finish line and officially became IRONMAN athletes. The team completed a grueling 140.6 total miles on the Big Island of Hawaii. •BECOME ONE Video Series: Cameras followed BECOME ONE during their nine-month journey. The reality-style webisodes documented the highs and lows of their training and highlighted the role lowfat chocolate milk played in helping their bodies recover. EVALUATION: Earned media impressions have so far reached 259.8 million. •Earned Views: oYouTube Video Views: With 1,913,222 views and counting, the campaign has surpassed our initial goal of 1 MM views (191% over our goal) Engagement •BECOME ONE video view engagement increased by: oFacebook Likes: 181,541 (from 139,366) – 30% growth On average, we receive 900 “likes" and 30 comments per B1 episode posted on our Facebook page. oTwitter: Followers: 6,063 (from 3,477) – 74% growth
https://www.youtube.com/user/ChocolateMilkRefuel
