Cannes Lions

MEAT SNACKING HELMET

SAATCHI & SAATCHI, London / KERRY FOODS / 2013

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Overview

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Credits

Overview

Execution

To create a hands-free snacking and gaming device, allowing gamers to eat Fridge Raiders without disrupting their gameplay.

We partnered with Syndicate Project, a gaming celebrity with millions of fans.

We asked his followers to submit their ideas to the Fridge Raiders Facebook page.

The response was incredible; 15,000+ ideas submitted across Facebook, Twitter and YouTube.

We responded by sending back blueprints of the best ideas and the very best suggestions were made into prototypes to be tested by Syndicate Project.

After weeks of product development, the final working prototype was delivered to Syndicate Project by four Royal Marines. He then “unboxed” the device online to his millions of fans.

Outcome

Over eight weeks, sales increased 65% versus the same period a year ago. For every £1 spent we generated £5.73 in incremental sales.

Facebook fans went from 0 to 127k+. Cost per like was £0.39, over 6 times more efficient than the industry average of £2.50.

We achieved 126m impressions of our content on Facebook reaching over 31m people. Facebook media generated a click-through-rate of 0.6%, above the industry average of 0.04%. The campaign received close to 1m engagements with a cost per engagement of only 5p versus the industry average of 40p.

The video content was viewed over 3 million times, gaining 290,000+ ‘Likes’ on YouTube.

It was a truly collaborative campaign with 15,000+ ideas submitted.

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