Branded Entertainment has extensive potential across platforms in the United States where this Choco Taco campaign appeared. No government restrictions applied to the making or distribution of this campaign. Our agency builds strong partnerships and convergent partner sponsorships to execute multi-platform integrated marketing campaigns.

Objective of this Campaign:

Klondike came to us with a clear challenge: establish Choco Taco as the official snack of Cinco de Mayo for millennial men, thus giving the ice cream taco cone an early, strong foothold in the competitive summer snack market. This task came with a twist, however: the Choco Taco creative had to amplify Klondike’s broader 5 Seconds to Glory campaign – a series of on-air and online spots in which millennial men endure five seconds of brutal challenges to their manhood (think busting a move in an awkward wedding dance circle) to earn a Klondike Bar. Klondike was clear that it wanted more than an off-the-shelf talent endorsement; the Choco Taco needed original creativity that echoed the product’s quirky, irreverent sensibility to connect with the millennial man.

Klondike came to us with a challenge: establish Choco Taco as the official snack of Cinco de Mayo for millennial men, thus giving the ice cream an early foothold in the competitive summer snack market. This task came with a twist, however: the Choco Taco creative had to amplify Klondike’s 5 Seconds to Glory campaign – a series of on-air and online spots where millennial men endure brutal challenges to earn a Klondike Bar.

The Other Cubicle

“Workaholics” web exclusive spin-off series, “The Other Cubicle” played heavily into the campaign. Choco Taco was integrated into the story lines of three episodes of “The Other Cubicle,” which follows the further adventures of three of the “Workaholics” eccentric office mates: Jet Set, Montez and Waymond. The web series premiered with a Cinco de Mayo themed episode that not only directly aligned with Klondike’s objective but secured over 180,000 video views and 67,000 page views. All three ‘The Other Cubicle’ webisodes generated more than 470,000 page and video views and created an integrated experience that continued to build consumer awareness for Klondike online.

5 Seconds to Glory

We created a Facebook-based sweepstakes to promote Klondike’s 5 Seconds to Glory campaign. Custom on-air spots drove viewers online to submit for the exclusive chance to have their name mentioned by the ‘Workaholics’ crew in an on-air episode – giving fans their own 5 Seconds of Glory. To encourage social engagement, the sweepstakes lived on both the “Workaholics” and Klondike Facebook pages. Over the course of the campaign, the number of fans of the “Workaholics" page tripled. Tapping into our CRM database, teams sent a custom e-mail to more than 2m fans to promote both the sweepstakes and “The Other Cubicle.” In its first month, the sweepstakes attracted more than 11,000 entries.

Comedy Central, the #1 brand in comedy, developed a branded entertainment campaign for Choco Taco across the third season of “Workaholics”. The sitcom written by and starring a trio of millennial men is a cult favorite among young guys

Comedy Central’s campaign integrated Choco Taco across the on-air, digital, and social media iterations of “Workaholics.” Custom spots developed by Comedy Central ran on-air and online throughout the “Workaholics” season, drove viewers to enter the 5 Seconds to Glory sweepstakes and watch “Workaholic” web series “The Other Cubicle” online. The spots garnered 3.7m views online alone.

Outcome

With “Workaholics,” we integrated Choco Taco seamlessly into a show that embodies the absurd comedic sensibility of the millennial man, and lives with relevant, original content across every media platform. During its third season, the sitcom averaged 2m total viewers per episode and was the #1 show in its time slot among men aged 18 to 24 and 18 to 34.

Across all screens, the Choco Taco campaign reached more than 25m consumers, and provided the strong, sustainable lift Klondike needed to carry the product through the snack season. Prominent placement for Choco Taco in “Workaholics” and on Comedy Central’s digital properties increased brand awareness in a fun, authentic way. The press took notice, including influential industry trade Broadcasting & Cable, which published a feature on the campaign. Overall, we delivered the male millennial audience through creativity and humor, while remaining strategically aligned with Klondike’s key campaign targets and objectives.