Once we realized that young Millennials skip breakfast in order to get to their days faster, we needed a way reach them and prove that breakfast is the most important meal of the day. So, we placed a Pandora Internet radio spot that ran only in the mornings between 7A.M. and noon, asking the target point blank if they skipped breakfast. Additionally, we used the banner real estate that comes with the spot to host an interactive web banner where users could type their information for a free delivered sample.

Once users submitted their information, we verified that they were over 18 and within our delivery range. Then we routed their info through dispatch, which sent a delivery vehicle to their address. Shortly thereafter, members of our team arrived delivering product, smiles and a great start to the day.

As a result of the event, we took a product that no one ever heard of and generated 2.7 million impressions in just the first three days. And by documenting the event and pushing it through social media, we were able to follow up with consumers, allowing us to create invaluable personal relationships. These users quickly became brand advocates who shared their experience with friends, which drove a spike (that’s still being measured) in sales. But most importantly, we launched a brand that truly provides real value for consumers by inspiring them to reconsider the most important meal of the day.