Cannes Lions

CAP’N CRUNCH: THE EARLIEST SHOW

iCROSSING, New York / QUAKER / 2017

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Overview

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Credits

Overview

Description

We developed a content-rich platform that has deepened relationships and increased sales with a significant fan base—millennial males, who snack on cereal at non-breakfast times, including late night, while playing video games, watching TV and doing other millennial-male stuff.

Execution

Cap’n Crunch partnered with Funny OR Die to co-produce an online show that ran for eight episodes. The concept, The Earliest Show, was a parody of a morning news show, but at night (when the consumer is up and often snacking) that featured Ben Schwartz (House of Lies,Parks & Recreation) as the host and Lauren Lapkus (Orange is the New Black, Jurassic World) as the co-host. These well-known comedians interviewed multiple guests all while Ben’s character dealt with the multiple stages of grief after a break up, all paying out during the broadcast of the show.

The show ran as eight episodes in late 2016.

The program ran weekly on Funny OR Die with segments of each episode distributed on Facebook, YouTube and amplified by the talent, guests and influencers across their social channels. Key online influencers were also identified to create custom content that aired as commercial breaks.

Outcome

The program drove 120 million+ impressions, 40 million+ video views, and, more importantly, was able to shift brand relevancy among those exposed to the content on YouTube by 14% .

 

At the same time, the brand was elevated through press, beginning with a strong program kickoff from a marketing exclusive in Fast Company.  It featured quotes from Quaker Ready-to-Eat Cereal Marketing Director Jessica Spaulding, Funny or Die President of Digital Chris Bruss, footwear and clothing designer Ronnie Fieg and Schwartz.

 

Additional top-tier media placements included: AdWeek, Bustle, Mashable, Nerdist and USA Today, among others, resulting in 142 placements, 131+ MM impressions and more than $6.9 million in ad value.

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