This campaign appeared in the US only. Though branded entertainment is fairly advanced in this country, in-program is typically limited to product placement and a minimal level of discussion or demonstration, while efforts running in commercial time have far fewer restrictions.

In an effort to derive the most impact from the Super Bowl buzz, TV for this effort ran only 1.5 days, while digital ran 1 week to maintain the momentum created.

The first spot congratulating the losing team aired in top markets on CBS following the trophy presentation and directed consumers to funthingsup.com for drop locations. Additional national weight ran the night of the game and the next day across sports, news and general entertainment networks.

Digital video launched with TV, running across multiple networks and sites and ensuring that no matter where our target was looking for information, they would see Jell-O congratulating San Francisco on their loss and driving to funthingsup.com.

On the day of the Pudding Drop party in San Francisco, paid social placements continued to fan the flames of excitement. Ronnie Lott, a retired 49-er, helped Jell-O spread fun by handing out pudding cups.

60MM+ people saw our postgame ad—and almost twice as many read about it online, tweeted it or saw it on the local news. In just a few days, Pudding Surprise garnered 152MM+ earned media impressions, including 37MM social impressions, 600K+ video hits, 16K+ online mentions, and retweets from famous fans like William Shatner and Funkmaster Flex. Pudding Drop locations distributed thousands of free cups and garnered visits from all five local SF TV stations. Across the country, consumption PCYA increased by 5.8% (based on packages sold) and in San Francisco PCYA increased by 11.3%. Not bad for 2nd place.