McCANN NEW YORK, New York / GENERAL MILLS / 2016
In 2015, there was nothing more reflective of Millennial culture than the Selfie, and the invention of the Selfie Stick only made it easier to indulge in this guilty pleasure. So to capitalize on this cultural phenomenon and give Millennials a reason to buy, eat and talk about Cinnamon Toast Crunch, we invented a tool that allowed people to take their beloved Selfies while eating a bowl of Cinnamon Toast Crunch. The Selfie Spoon was a branded Selfie Stick with a spoon fastened to the handle, making it the most useful, talked about, hashtagged utensil ever created. Suddenly Cinnamon Toast Crunch was just as prevalent in peoples’ Selfies as their own egos. With a Cinnamon Toast Crunch Selfie Spoon in one hand and a Bluetooth remote in the other, people could eat an iconic cereal while bragging about it on the Internet and sharing it with the world.
We designed and manufactured 1,000 Cinnamon Toast Crunch Selfie Spoons, and sold them on our custom website, www.SelfieSpoon.com. Each custom-built Selfie Spoon was a branded selfie stick with a spoon fasted to the handle. We teased its arrival on social media until finally releasing an infomercial detailing the Selfie Spoon. We followed it with quirky, fun, social content and even created a toll-free phone number with a prerecorded message encouraging people to order a Selfie Spoon. Each day we released a limited number of Selfie Spoons as demand skyrocketed. For twelve days they sold out in as little as eight minutes while people begged for more and even tried to make their own. We responded to our fans constantly on social media, turning the conversation into an international headline. With an initial budget of only $20,000 we turned Cinnamon Toast Crunch into the most relevant cereal of our time.
Culture helped our campaign work harder, with widespread media pick up featured on Buzzfeed, Perez Hilton, The Today Show, AdAge, and Adweek
• We turned a small $24,000 budget into 151 million earned impressions
• We made our Facebook dollars work harder for us, achieving a cost per thousand impression (CPM) of over twice the industry norm.
Selfie Spoon took CTC from a kid cereal, to a Millennial cultural phenomenon, driving brand engagement like never before:
• The Selfie Spoon video received a total of 700,000 views between YouTube and Facebook, with a Facebook ad resonance score of 9 out of 10.
• Our limited supply of Selfie Spoons created a frenzy of demand, selling out of our daily inventory in as fast as 8 minutes.