Summer Sports with a Winter Olympian.

What type of Olympic athlete can live it up and toss back a few Reese’s peanut butter cups in the summer? A Winter Olympian. That’s right, no one embodies the indulgent spirit of Reese’s at the Summer Games like a Winter Olympian with some free time.

The campaign kicked off with two TV spots, social media and PR. Upon launch, Lindsey Vonn went on a national publicity blitz, which included an appearance on Access Hollywood. She also hosted a Facebook Live on the Reese’s page, during which she helped launch a new Reese’s product and answered fan questions. Throughout the Games, Vonn interacted with Reese’s fans on social media to provide her recreational and humorous take on Summer Olympic sports.

Additionally, our Twitter polls let fans decide which events they wanted to see extended coverage of. Event updates were timed up with the actual events themselves, with Vonn reacting to individual sports like a passionate Team USA fan.

Through the “Do Summer Like a Winter Olympian” campaign, Reese’s shined a light on the basic human truth that sports are fun, and encouraged fans and consumers to live life to the fullest.

• $16 million increase in sales (year-over-year)

• Lindsey Vonn participated in 10 national media interviews with outlets about the campaign including Access Hollywood, AOL, CNN Entertainment, USA Today, ABC News and more

• Coverage of Reese’s “Do Summer Like a Winter Olympian” advertisements in outlets including Associated Press and Ad Age

• 121.5+ million media impressions, 300 million Facebook impressions, 24 million Twitter impression

• Lindsey Vonn’s Facebook Live on Reese’s page viewed more than 344K times

• Average Olympics engagement rate: .55% (48.6% greater than our 2016 year-to-date engagement rate)

• Average Olympics engagement rate (+Video Views): 2.70% (259% greater than our 2016 year-to-date engagement rate with video Views)

• 1.9% lift in dollars per household. 33% increase in year-to-date household penetration.