Oscar Mayer – Turned a Simple Idea into 480K+ Engagements and 3M Pounds of Food
The Ask
Drive engagement with a broad consumer audience while reinforcing brand affinity-and connect that engagement to something meaningful.The Idea
Make participation effortless-and tie it to a positive outcome. We asked a simple, fun question and made it clear: every response would help support American families in need. Low barrier to entry, high emotional payoff.Execution
Frictionless Participation- Built a submission system that worked both onsite and directly through in-market media banners
- Removed barriers so users could engage instantly, wherever they encountered the campaign
Social Amplification
- Integrated Facebook for personalization and sharing
- Created the “Good Mood” Gallery to showcase user submissions and encourage further participation
Content & Engagement
- Developed supporting content, including man-on-the-street videos
- Maintained quality control at scale (including moderation across hundreds of thousands of submissions)
Campaign Extension
- Closed with a high-visibility “Grand Finale” moment to sustain momentum and reward participation
The Result
- 480,000+ user-generated submissions
- 155,000 new Facebook fans
- 425,000 coupons distributed
- 3,000,000 pounds of food donated to Feeding America
We asked people a fun, simple to answer question and let them know that when they did, they’d be helping American families in need.
We made submitting super simple, either onsite and directly from in-market media banners.
Personalized through Facebook, easy to share, and fun, the ‘Good Mood’ Gallery swelled to over 480, 000 unique submissions.
The profanity filters worked overtime to make sure no one was in too good a mood.
Good Mood Mission Man-on-the-Street Videos
For the Grand Finale, we offered up a once-in-a-lifetime opportunity.
