The pinnacle of the campaign was an integrated partnership with MSN that culminated in a groundbreaking live streaming video improv comedy site where an improvisational comedy troupe from the famed Second City was situated in a typical office setting and tasked to respond to “agenda” items. Users were encouraged to vote on agenda items during lunch hours and could see the most items acted out in real time. They were also able to view archived meetings and send “care packages” to friends or co-workers including the best agenda videos, tongue-in-cheek office articles integrated into MSN homepage editorial, and product coupons.We also drove awareness of the product launch through multimedia partnerships and emerging media tactics focused on demonstrating the benefits of Fresh Mixers as an easy lunch-time alternative. Product innovations were also highlighted through content integrations in Ugly Betty, a top rated TV show, building unobtrusive, impactful brand awareness.

The MSN partnership has exceeded the total campaign visit goal of 3 million with over 3.5 million visits! Well over 2 million live and archived video streams were viewed in a little over two months, shattering the goal of 700M. In only four months, Fresh Mixers has gained a market share equal to 50% of category leader, and among A18-64, the campaign reached a total awareness of 41%, both far above client goals with one month remaining in the campaign.