AN INSIGHT-DRIVEN PRODUCT LAUNCH WITH CELEBRITY PUNCH
To help launch a new product to bring tweens back into the Lunchables franchise, I led the development of this integrated program to give context and life to the idea of "uploaded."
A microsite featured original content with Rob Dyrdek as host and a group of teen performers, as well as robust entertainment content dedicated to giving meaning to the word uploaded. Each bit of content encouraged kids to try their own spins of what was presented. The program was designed to work across desktop, mobile and tablet devices.
It was supported with a media partnership with MTV for Dyrdek's show "Ridiculousness", as well as social components. The campaign was hugely popular, driving purchase request and exceeding sales projections. Lunchables stuck with the theme and spirit of the campaign for several years.