We armed the show’s producers with the brand essence of fun, indulgence and happiness to seamlessly integrate these Hershey’s brand attributes into the show’s context. We tapped into the consumer’s emotional ties with the iconic brand to create feelings of excitement and happiness.

Our 360-degree campaign included TV and other relevant consumer touchpoints “sewn in” to extend the program’s impact. We built a Hershey’s site, housing backstage photos and videos with customized promotional elements including consumer generated design contests. Hershey’s sponsored both the Online Challenge and Quiz which selected the people’s choice of best elements. Specialized creative extended into a 12-page mini-magazine insert in Elle that debuted in fashion editorial. Tim Gunn hosted a satellite media tour for Hershey’s and all dresses were displayed in Hershey’s flagship NYC Times Square and Chicago stores and Hershey’s Park. Dresses were auctioned to benefit the Young Survival coalition, which promotes breast cancer awareness.

Highest-rated TV program episode; 1.85MM viewersHershey’s sales spiked after episode/rerunsHershey’s brand 40% of episode; 100% dedicated to the challengeIntegration valued over $600,000, or 23 :30 commercialsElle insert garnered 4.7 million impressions+20MM impressions onlineEmotional success: joy surrounded contestants