PEPTO PINATA SMASH
Pepto-Bismol has got you covered when moments of celebration lead to over-indulgence. Cinco de Mayo presented a perfect opportunity to tie the food and celebrations of the holiday with entertaining content that our fans and followers on YouTube, Facebook, and Twitter have come to expect from the Pepto-Bismol brand.
To celebrate Cinco de Mayo, Pepto-Bismol and Possible Worldwide turned the brand's YouTube channel into an interactive gadget—the Piñata Smash. We gave users the option to select their piñata design, a filling, and a smasher and then presented them with a custom video. Video vignettes ranged from slow motion smashes to short skits. Some videos feature celebrities like actress Busy Phillips from Cougar Town and professional baseball player Aroldis Chapman of the Cincinnati Reds. Visitors were reminded that when it comes to Cinco de Mayo, if you over Fiesta, Pepto has you covered.
Reaching out to Cinco celebrators on YouTube worked—the gadget was a (wait for it...) smash! We had great viewership of our YouTube “masthead” banner (63,760,000 impressions – 27% above average daily impressions) helping drive awareness and traffic to the Piñata Smash. Users overwhelmingly enjoyed the gadget, based on the comments left from 430,000 views on YouTube. As a result of these digital and PR efforts, the Pepto-Bismol channel was ranked in the top 13 brand channels on YouTube on May 5th and was called out as one of Mashable's "5 Branded YouTube Channels That Get It Right."
|Associate Creative Director:||Yuri Bredle|
|Art Director:||John Rizzo|
|Senior Copywriter:||Paul Neihaus|
|Senior Interactive Developer:||Eric Rohlman|
|Interactive Developer:||Chris Hudepohl|
|Systems Analyst:||Gokhan Dirsel|
|Vice President Client Partnership:||Kate Olberding|
|Senior Manager Client Partnership:||Carrie Rogiers|