Hot Pockets came to us in a quest to make them relevant in pop culture and garner the attention of their college age demographic. We answered by developing a branded music video with pop culture phenomenon Snoop Dogg. ‘Pocket Like It’s Hot' was an online video created to appeal to our target while encouraging product to fly off the shelves. The video was accessible through YouTube pre-roll and the Hot Pockets Facebook page. In its 3-month run, the video far surpassed the initial goals, increasing reach and sales impressively. It’s currently being used as a benchmark case study within the packaged food industry.