Digital Activations
The Most Colossal Casserole
Thanksgiving is America’s biggest food-focussed holiday. To drive more traffic to Campbellskitchen.com, we leveraged the world’s fastest growing recipe-sharing social platform. In a first-of-its-kind Pinterest hack, we turned a Pinboard into a giant casserole and asked recipe fans to help it grow.
Awards
Canadian Marketing Association Awards
Consumer Products: Food & Beverage – Bronze
John Caples International Awards
Social Media – Bronze
Advertising & Design Club of Canada
Interactive Media: Best Use Of An Existing Social Platform – Merit
Applied Arts Interactive Awards
Consumer Packaged Goods – Winner
17th Annual Webby Awards
Experimental & Innovation – Official Honoree
New York Festivals International Advertising Awards
Design: Use Of Medium: Digital Design – Finalist
Press
Marketing Magazine — Proximity Makes Giant Casserole For Campbell Soup On Pinterest
Digiday — 5 Great ‘Pin-It-to-Win-It’ Campaigns
Marketing Daily — Campbell Fans Build Giant Pinterest Casserole Board
Strategy Magazine — Breakout Social Media Site of the Year: Pinterest
Stimulant Online — Colossal Casserole
Hack The Kitchen
Campbell’s Kitchen had a brand new API to share with the world. To launch, it we held a hackathon that harnessed app ideas from developers across America, and earned millions of media impressions in the process.
In the end, 2 prototypes emerged as winners and were given the opportunity to develop the Campbell’s app for consumers everywhere.
Press
Hack The Kitchen was featured on Mashable twice.
And in Marketing Magazine.
AMP Energy Workforce
In a crowded energy drink market, AMP needed to deliver a hard working message to Edmontonians. So we created The Amp Workforce - a team of Twitter-connected bike couriers to deliver AMP Energy to Edmonton’s hard-working population all day long.
When people tweeted @AMPworkforce about their tough jobs, the AMP Workforce came to the rescue with AMP Energy. Our microsite live-tracked all of the action and delivered our message throughout Edmonton and far beyond.
