This year’s Emerald Nuts campaign focused on the benefits of natural energy in the afternoon. We told the world that when your energy is low, Las Vegas entertainer Robert Goulet appears and messes with all your stuff. After the ad aired, we continued the story. Because Goulet’s naughty ways were revealed to the world, Robert launched his own series of anti-natural energy initiatives to get people to sleep so he could continue carousing. Ploys like free ring tones that make you sleep, an album of 3pm lullabies and Goulet’s Snooze Bar, loaded with fats and carbs and tryptophan.

Before the ad ran, a teaser was posted on youtube and emerladnuts.com which people could send to friends as warnings. After the TV spot aired on the super bowl, people went to emeraldnuts.com for information on natural energy and Goulet defense tips. There, people found downloadable ring tones sung by Goulet. Then a mysterious website, www.gouletbars.com appeared hawking Goulet’s candy bar and free cd of 3pm lullabies, the site was advertised with Goulet banners. With limited pr, the site quickly caught fire, being blogged about across the internet, and written up on pop-culture site www.bestweekever.tv the day after it launched.