Paramount Farms Design & Branding, Case study, Making of THE HUNT FOR THE GOLDEN PISTACHIO by Firestaton Agency

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THE HUNT FOR THE GOLDEN PISTACHIO

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Industry Confectionery & snacks, Snacks
Media Design & Branding, Case study, Making of
Market United States
Agency Firestaton Agency
Associate Creative Director Dan Hostetler
Executive Creative Director Liz Leow
Creative Director Andreas Conde, Brien Grant
Art Director Avril Chua
Producer Paul Denni, Jon Bradley
Released December 2011

Credits & Description

Category: Best use or integration of gaming
Advertiser: PARAMOUNT FARMS
Product/Service: WONDERFUL PISTACHIOS
Agency: FIRESTATION AGENCY
President: Mike Perdigao (Fire Station Agency)
Executive Creative Director: Liz Leow (Fire Station Agency)
Creative Director: Brien Grant (Fire Station Agency)
Creative Lead/Associate Creative Director Digital: Jason Mercer (Fire Station Agency)
Art Director: Avril Chua (Fire Station Agency)
Chief Marketing Officer: Lynda Resnick (Roll Global)
Vice President - Marketing: Marc Seguin (Paramount Farms (Client))
Brand Manager/Wonderful Pistachios: Jasmine Hodari (Paramount Farms (Client))
Associate Creative Director: Dan Hostetler (Fire Station Agency)
Associate Creative Director/TV Copywriter: Kim Gekinger (Fire Station Agency)
Executive Producer: Donny Makower (Red Interactive)
Executive Producer: Brian Lovell (Red Interactive)
Producer: Paul Denni (Red Interactive)
Project Manager: Katie Victors (Fire Station Agency)
Producer: Jon Bradley (Fire Station Agency)
Creative Director: Andreas Conde (Red Interactive)
Technical Lead: Nikki Shum (Red Interactive)
Technical Lead: Iikka Paavolainen (Rovio)
Project Manager: Andrew Stalbow (Rovio)
Account Manager: Aki Snellman (Rovio)
Media placement: TV Commercial - US Cable & Broadcast Networks - September 2011
Media placement: Online Game - Online - December 1, 2011
Media placement: Digital Banner Ads - Online - December 1, 2011
Media placement: Point Of Sale - In Stores - December 1, 2011
Media placement: Mobile Ads - Mobile Angry Birds Game - December 1, 2011
Campaign Description
Branded Entertainment in United States is slowly gaining more and more traction with every year. As a CPG brand, ‘Wonderful Pistachios’ had only limited experience with online communities and digital advertising - since their launch in 2009, their explosive growth had been fuelled primarily by point of sale in grocery stores and big box retailers as well as a clever series of 15-second ‘Get Crackin’ TV spots. By licensing the beloved Angry Birds franchise from our Finnish partners Rovio, we were able to open up a huge segment of the consumer base who were spending their entertainment dollars and media attention on mobile games, Facebook, Twitter, and YouTube as opposed to traditional television programming. We were able to leverage our licensing arrangement into a first-of-its-kind online game and instant sweepstakes with Angry Birds, and consequently giving the Angry Birds brand placement in American grocery stores for the first time.
Effectiveness
In September 2011, we licensed Rovio’s popular Angry Birds characters for a TV spot with rights for an online game. Given an extremely short sales window between the Thanksgiving and Christmas buying seasons, we rapidly developed ‘The Hunt for the Golden Pistachio’ as a 6 level Angry Birds mini-game, becoming the first branded Angry Birds game in the world where players could win instant cash and prizes.
Simultaneously we developed on-pack stickers and Point Of Sale graphics that informed shoppers to the game as well as including a unique ‘Get Crackin’ code that fans used to play the game and to register for cash and prizes.
Once online, a fan hunts for the Golden Pistachios in our custom levels: our Wonderful Pistachio orchard, our pistachio warehouse, and the ‘PigSkin classic’ set in a quaint American football stadium (pistachios of course being a beloved snack for all sports fans). Upon cracking open a Golden Pistachio, fans win prizes ranging from a free bag of Wonderful Pistachios to an Angry Birds plush toy to instant cash, ranging from US$1,000 daily prizes to a US$25,000 grand prize. Fans could earn more chances to play by tweeting their score, inviting Facebook friends to play, and of course, buying more bags of Wonderful Pistachios at their local grocers.
With the help of RED Interactive, we designed a HTML 5 platform that integrated Rovio’s Chrome-based game engine with Twitter, Facebook, and more. Starting in October, we worked around the clock with developers in Helsinki and in Santa Monica to build the game and the contest platform celebrating our California history.
In addition to POS and TV, we created banner ads, online teasers, home-page takeovers, mobile landing pages, Facebook countdown clocks, and secret levels to serve as a holiday treat for our dedicated fans.
Implementation
Point Of Sale – we placed specially designed Angry Birds / Wonderful Pistachios bins, balloons, signs in 30,000 stores.
On Pack - each bag sold in December had a foldout label with unique Get Crackin code and game website.
TV - 15-second Angry Birds spot launched in the fall as well as released on YouTube.
PR - we placed exclusive stories in Mashable as well as coverage in over 60 online publications pre-launch.
Digital Ads – we created billboards wherever Angry Birds fans played the game online.
Mobile Game Integration - integrated rich media banners into mobile Angry Bird game.
Outcome
The results were dramatic:
PR - we had over 66 online news placements at the launch of the game, with almost 220m earned media impressions.
In Store - Over 1m bags distributed with our special Angry Birds label distributed into over 30,000 stores by December 1st. Along with special bins, placards, and balloons (which were hard to keep in store).
Site Traffic - We experienced 245% increase in GetCrackin.com site visits versus December 2010.
YouTube - Over 3.5m views on YouTube — our most popular spot of the 3-year-old campaign.
Brand Engagement - We enjoyed over 4.5m minutes of fan engagement with the game and 1.4m games played.
Twitter - 2,200+ tweets during the month of December yielded over 7.5MM impressions.
Facebook - We increased our FB fans over 25% during the month of December.
SALES - The most important result was our greatest. December 2011 was the best single month of sales for Wonderful Pistachios ever. While we can’t contribute all of these record-setting sales to a single integrated campaign, anecdotal evidence from store managers, social media postings, and our own sales force endorsed the extreme popularity of the campaign.