Macaroni & Cheese Promo, Case study THE MAN WITH THE GOLDEN VOICE by Crispin Porter + Bogusky Boulder, Hunter Public Relations

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THE MAN WITH THE GOLDEN VOICE

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Director Bryant King
Chief Creative Officer Jeff Benjamin
Associate Creative Director Wendy Leicht, Cliff Leicht
Art Director Wendy Leicht
Copywriter Cliff Leicht
Agency Hunter Public Relations
Director Bryant King
Chief Creative Officer Jeff Benjamin
Associate Creative Director Wendy Leicht, Cliff Leicht
Art Director Wendy Leicht
Copywriter Cliff Leicht
Released January 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: KRAFT
Alternative Title: TED WILLIAMS-FIGHT HUNGER
Product/Service: MAC & CHEESE
Agency: CRISPIN PORTER + BOGUSKY
Agency: HUNTER PUBLIC RELATIONS
Date of First Appearance: Jan 5 2011
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Worldwide Chief Creative Officer: Rob Reilly (CP+B)
Chief Creative Officer: Jeff Benjamin (CP+B)
Group Creative Directors: Bill Wright, James Dawson-Hollis (CP+B)
Senior Integrated Radio Producer: Jason Gagnon (CP+B)
Junior Integrated Producer: Carolyn Johnson (CP+B)
Talent Liason: Fred Haring
Assistant Talent Liason: Sean Mundy
Associate Creative Director/Art Director: Wendy Leicht (CP+B)
Associate Creative Director/Copywriter: Cliff Leicht (CP+B)
Director, Message Planning & Analytics: Bryant King (CP+B)
Group Media Director, Social & Mobile: Kristen Fox (CP+B)
Associate Social Media Director: Melanie Taylor (CP+B)
Junior Conversation Manager: Olivia Watson (CP+B)
Media placement: Social Media - Facebook, YouTube - 7 January 2011
Media placement: "Making Of" Ted Video - YouTube, Facebook - 8 January 2011
Media placement: TV Campaign- 3 Spots - NBC, ABC, FOX, CBS, Facebook, YouTube - 9 January 2011
Insights, Strategy & the Idea
Help Kraft Macaroni & Cheese become a truly social brand through real-time creative and strategic social programming.
Creative Execution
On January 4, 2011, we recognized a unique opportunity when the video “Homeless Man with the Golden Voice” spread across the web like wildfire. The world saw a man with a golden voice who’d hit hard times. We saw a man who deserved a second chance. And a unique opportunity to align Kraft’s brand values with Ted Williams’ story of redemption. We were going to make Ted Williams the official voice of Kraft Macaroni & Cheese. But it wasn’t going to be easy.
We had 36 hours to…
*Find Ted.
*Align with legal and corporate affairs.
*Activate PR support.
*Pitch Ted to do the voice for new TV spots being finished.
*Get Ted into a recording studio in New York.
*Edit a ‘making of’ video for PR.
*Ship the spots to ESPN for Sunday’s Huddle for Hunger Bowl.
But we did it. Just two days after Ted’s video was posted online, he appeared on the Today Show announcing he was the voice of Kraft Macaroni & Cheese.
Results and Effectiveness
Immediately, consumers and fans began posting their support to our Facebook page, tweeting (and retweeting) our spot to friends, and commenting on YouTube. Nearly a half a billion impressions were generated from the story. Fan posts to Kraft’s Facebook page increased 400%. Not to mention, the more than 2% increase in Facebook fans, and a whopping 7% increase in Kraft Macaroni & Cheese sales.