Outstanding Integrated Ad Campaign

The Pop-It Forward campaign engaged teens by asking, “What would you do with 1,000,000 Pop-Tarts toaster pastries?” To answer the question, we asked fans to post photos and stories explaining their ideas on our Facebook page. For inspiration, rich online media contained an idea generator to help teens think up something awesome. After a 12-week submission period, we asked our fans to vote for their favorite submission. Voting took place within online media and Facebook. As the top ideas were whittled down to the cream of the crop, we announced a live event at which we would reveal our winner, whose idea would become a reality. Our winner, Tyler, wanted to use his 1,000,000 Pop-Tarts to create a Pop Art exhibit that would be open to the public. What began as a campaign to get teens talking about and sharing Pop-Tarts, turned out to be a full-blown Pop-Tarts art extravaganza.

Contributors:

BIGGS|GILMORE

Location: USA