BAKING ISLAND by The Factory for Cheetos

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BAKING ISLAND

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Chile
Agency The Factory
Released August 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: EVERCRISP
Product/Service: PEANUT CHEETOS SNACK
Agency: THE FACTORY
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL: http://www.cheetos.cl
General Manager: Claudio Sepulveda (OMD Chile)
Media Director: Ximena Vasquez (OMD Chile)
Planner: Sergio Becerra (OMD Chile)
Assistant: Jocelyn Rojas (OMD Chile)
Brand Specialist: Romina Motta (Evercrisp)
Account Director: Constanza Petersen (The Factory)
Media placement: Internet campaign - banners - VTR, NICK, DISNEY - 3 August 2009
Media placement: Internet campaign - interactive game - CHV - 3 August 2009
Media placement: Cable campaign - super black - Disney Channel, Discovry Kids, Etc Tv, Cartoon Network - 3 August 2009
Media placement: TV campaign - super black - UCV, UC13, MEGA - 3 August 2009

Results and Effectiveness
- Each user had an average stay of 37 minutes on the island. - From the first day, every room was at full capacity. - Almost 200,000 visits in a month. - The Peanut Cheetos advertising campaign inside Boombang.cl had a huge impact among users. It created a direct interaction with the brand, a great viral effect which translated into Chesterland Islands at full capacity, the creation of new product related islands and the need to gather Peanut Cheetos to appear in the ranking. How to win the prize became a permanent topic in the chat.

Creative Execution
Inside the website Boombang.cl, we developed Cheetos Island (Chesterland), an imaginary world in which users could create their own characters and interact. This island had 5 personalised rooms decorated with the brand’s logo and the presence of the character Chester; these 5 rooms were Tree House, Circus, Graffiti, Skatepark and VIP. A contest was created: users could pick up the peanuts that fell from the sky as rain and the one who gathered more could win a box of 80 Cheetos bags. They shared this information, generating interaction and visits to the different rooms in order to see which one of them had gathered more to win the prize.

Insights, Strategy & the Idea
Inform that Peanut Cheetos are back on the local market. Position Cheetos as the coolest cereal snack for kids. Strategy Create a space for interaction with kids, where they could identify with the product, be protagonists, search for information and relate to the brand in a playful and lively way.