Thanks to 24/7 cooking channels, best-seller diet books, and stodgy food blogs, America has become too serious about food, resulting in many people forgetting how much fun is an essential ingredient in their diet. So as the world’s funnest food, JELL-O thought it was time to remind them by coming up with new ways to put the fun back in food. In other words, it was time to Fun Things Up. Across TV, print, online, and social media, JELL-O looked to inject themselves where fun was needed most.

A series of print ads and Facebook posts featured hidden jokes and riddles to decode. From there, fans were driven to a website where they could create and share their own secret messages.

The target audience, relationships built and overall return on investment.

Throughout the campaign’s short lifespan, Fun My Life garnered more than 35.5 million media impressions, and 20 million Twitter impressions – all for a quarter the cost of one primetime TV commercial. It even sparked a national discussion over its racy connotation in addition to creating a conversation about the public’s acceptance of the idea. In the end, JELL-O was on the tongues of millions, which grew the JELL-O Twitter followership by 45% and increased the campaign’s redemption rate by 50%