Wonka Print WRAPPER by Ogilvy & Mather New York

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Industry Chocolate
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Sung Chang
Creative Director Leo Vladimirsky, Diego Zambrano
Art Director Tj Walthall
Copywriter Parker Sims
Released November 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: NESTLÉ
Product/Service: WONKA
Executive Creative Director: Sung Chang (Ogilvy New York)
Creative Director: Leo Vladimirsky (Ogilvy New York)
Creative Director: Diego Zambrano (Ogilvy New York)
Art Director: Tj Walthall (Ogilvy New York)
Copywriter: Parker Sims (Ogilvy New York)
Project Manager: Akiko Nakashima (Ogilvy New York)
Digital Production Company: (Famous Interactive)
Media placement: Digital - Facebook - 7 November 2011

Describe the objective of the promotion.
Wonka is renowned as an imaginative and prolific candy maker, but very few people—especially teenagers—can tell you what specifically they make. Hardly anyone knows SweeTarts, NERDS, Laffy Taffy, Sprees, and Gobstoppers all come from the Wonka factory. Our task was to establish this sweet relationship in a digitally engaging way while delivering on Wonka’s promise to Feed Your Imagination. And more than that, we needed to get some product in consumers’ hands.

Describe how the promotion developed from concept to implementation.
In addition to Feeding Imaginations, in 2011 Wonka wanted to actually empower teens to use and demonstrate their imaginations. From this strategy, combined with the task of connecting their sub-brands to Wonka and to one another, we developed a concept that turned packs of Wonka candy into actual instruments of imagination: the Wonka WRapper. We imbued each Wonka wrapper with a unique set of music loops—loops users could unlock and mix in the first online beat maker to use augmented reality and packs of candy. The more Wonka candy you had, the more imaginative your sweet beats

Explain why the method of promotion was most relevant to the product or service.
The beauty of the WRapper application was its direct involvement of the products themselves. The application made clear through tutorials and user generated videos that the more Wonka candy you had in your hands, the richer your beats could be. WRapper was launched on Facebook—where Wonka already had a rich following—with promotional support from multi-talented entertainer, Nick Cannon.
This was likely the first augmented reality beat maker ever, and certainly the first to use packs of candy as AR markers. It delivered on Wonka’s promise to “Feed Your Imagination,” as candy itself became tools for the user’s imagination.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In only the first two months of Wonka WRapper going live, there were over 142,000 visits to the app with over 1,800 hours spent in the application. In that same time, nearly 3,000 beats were recorded using the application and over 15,000 views of user generated videos. A YouTube video promoting the application starring Nick Cannon garnered over 655,000 views in that same 8 weeks. And now there are over 4.7 million fans who know exactly what comes out of the Wonka factory, and the imagination that goes into every wrapper.