This campaign had three objectives:1 – During the five-week campaign, increase Snack Wrap UPTs (units per thousand transactions) by 25% compared to the four weeks leading into the launch.2 – Alleviate decreasing franchise profitability by reducing Dollar Menu purchases by 2% and redirecting sales to Snack Wrap.3 – Re-engage snackers, of which Young Adult Males (YAMs) are the largest segment, by:Generating increased trial of Snack Wrap Generating viral buzz around the Snack WrapApplying engaging media not used in other markets, surpassing McDonald’s West Division Snack Wrap sales

Media strategy:We deployed a two-pronged media strategy. First, snacking is impulse-driven. Since it’s generally not a long lead purchase, we looked for opportunities to communicate Snack Wrap in unexpected places at precisely the nanosecond hunger pangs first strike. Second, a viral strategy; show up at their party, infiltrate their everyday lingua franca, get the word out.Creative strategy:Divert, distract and irreverently engage the target in his snacking frame of mind. Sabotage the packaged goods competition literally at its point of entry. Seed his world with outrageous surprise attacks deployed within his usual snacking habits and everyday life.

Snack Wrap UPTs were +119% vs. the previous four weeks—more than 476% over goal. Seattle’s most popular alternative weekly, The Stranger, featured the campaign on its blog’s homepage. A hip T-shirt company produced ironic Ts featuring the campaign and sold out within a week. More than 60 personal blogs mentioned the campaign. A Wikipedia entry was created for “Open Your Snack Hole.”