Our research proved action sports would be an ideal platform, but we understood that we needed to borrow equity from a “cool” established property to be credible to our target. Additionally, we knew our target was “connected” so we would need a multi-platform campaign to engage. Our solution was a deep partnership with the ESPN Winter X-Games. Not only was X-Games respected and revered by teens, but it provided the inherent “cool” factor essential for building Totino’s teen equity. As a vehicle, it was also ideal because it was well-established and stable with growing popularity and strong ratings and viewership. As part of ESPN, we tapped into the network’s multi-platform capabilities to create true 360 degrees - with TV, online, print, event, X-Games logo for use across all communications. Not only was it an ideal platform, but it promoted a positive, activity-centered message in a family-friendly environment ideal for the brand.

As a result of the campaign, MEGA saw a +22% increase in teen consumption and a +19% sales volume lift. Generated 1.2MM sweepstakes entries, with 42,000+ registered profiles. Interactive TV response reached 4.2% with 11,551 households requesting more info. Totino’s also experienced a 7% increase in sales support.