"The Haunted Microwave Live!" Facebook Live Event

Agency l Eastwest, MG
Role l Creative Director/Social Media Manager
Client l Pinnacle Foods

Challenge:

Increase Hungry-Man's Facebook, YouTube and Twitter fan engagement.

Solution:

It’s the cheesiest night of the season! To increase awareness for Hungry-Man’s new Chicken with Cheese Fries meal, Eastwest leveraged Facebook’s Live feature to create an ownable, one night only live event for Pinnacle Foods. Would Hungry-Man’s new cheesy dinner be manly enough to spend Halloween night in a haunted microwave? Promoted ads prompted fans of the brand’s Facebook, Twitter and YouTube pages to tune in live on Halloween night and join the cheesy fun to find out. A promoted pre-show interview video, complete with monster host, was released hours before to generate excitement for the upcoming live event. During the event, fans viewed a live stream of the “haunted” microwave with cheesy effects and jokes keeping fans watching in anticipation of what spooky surprises would happen next!

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Bringing Cheesy Back!

Agency l Eastwest MG
Role l Creative Director/Social Media Manager
Client l Pinnacle Foods

Challenge:

Create an ownable spokesperson to speak directly to consumers on Hungry-Man’s social pages.

Solution:

When Pinnacle Foods discontinued its Selects Chicken with Cheese Fries meal, a favorite among Hungry-Man consumers, fans waisted no time in expressing their disappointment on the brand’s social pages. Armed with the insight that the cheese fries were what fans missed most about the meal, Eastwest announced the cheesiest comeback ever by creating Cheese Fry Guy, the cheesiest spokesperson to personally respond to each fan’s comment on Facebook and Twitter. Cheese Fry Guy answered each fan’s post with cheesy pick-up lines letting them know that the cheesy meal they missed was back and they should pick up a box. Fans appreciated the personal responses and social engagement was hugely positive.

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Honey Bunches of Oats Augmented Reality Concert

Agency l Eastwest MG
Role l Creative Director
Client l Post Foods

Challenge:

Create excitement on-shelf and at breakfast tables by delivering a one-of-a-kind breakfast experience to HBO fans.

Solution:

By downloading the "Bunch of Beats" app, HBO consumers received a front row seat to an augmented reality concert delivered right at their breakfast tables! When viewed through a mobile device, boxes of Honey Bunches of Oats transformed into an augmented reality concert stage where consumers enjoyed a VIP performance of Universal Music's Latin Entertainment duo Domino Saints performing their exclusive hit, "Smile While You Shake It." Fans were also encouraged to take the stage themselves and record a short video for the chance to win weekly prizes. The Domino Saints themselves encouraged fans to learn a 15-second dance routine to accompany the song. Consumers who uploaded a video of their dance moves to the “Bunch of Beats” microsite had a chance to win $15,500 worth of prizes. See the box in action here: http://www.youtube.com/watch?v=KDbYZ5iiDg4

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Post Pebbles Augmented Reality Game

Agency l Eastwest, MG
Role l Creative Director
Client l Post Foods

Challenge:

Leverage AR to create excitement and add an incentive to purchase Pebbles.

Solution:

Today's tech savvy kids expect more from free premiums whether from a QSR kid's meal or cereal box. Partnering with Digitas, a mobile game leveraging AR was created. Kids purchasing Pebbles cereal were directed to download the "Race Through Bedrock" free game app on their mobile devices. Markers from the packaging enabled kids to layout their own course and use their mobile phones to race as Fred or Barney. Points for navigating the course could be used online at PebblesPlay.com continuing the brand immersion and fun. Packaging banners and TV supported.

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