Using integrated media to turn an event into a national story, Chobani reached a scale of PR and national conversation never seen in the yogurt category:

- 944 million media impressions.

- Earned media in national news and editorial including CNN, Fox News, CBS News, NBC, Forbes, NY Times and Bloomberg.

- #1 most searched brand on Google during the 2012 Olympics.

- #1 most effective Olympics campaign in USA (Ace Metrix).

- 338% increase in online brand mentions.

- 18% rise in sales.

The media execution began with the community event itself, and was then showcased through integrated media and PR channels:

- The event: The local dairy community built an outdoor cinema screen to watch the Olympics.

- National TV spot: The event was filmed and aired during the Olympic Opening Ceremony.

- Earned Media: The story was picked up in widespread earned media across America.

- Search: Chobani became the #1 most searched brand on Google during the Olympics.

- Facebook Hub: We drove people online where they could explore the deeper brand story and see exclusive interviews with Team USA athletes.

When the dairy community of upstate New York was near collapse in 2007, Chobani yogurt launched as a small start up. Today it is one of America’s largest yogurt brands, and has helped revive the local industry through the hard work and heart of the local dairy community. Facing fierce new competition, our brief was to tell this brand story on a national scale. With the 2012 Olympics approaching, we created an event that would act as a vehicle to tell Chobani’s story of community revival. Introducing, ‘Built by Heart’ – We invited the local dairy community to build a giant outdoor cinema screen on a local field to watch the 2012 Olympic Opening Ceremony together. We documented the event through an integrated campaign of national TV, online hub, digital media and documentary film. The event was picked up in major news channels and social media across the country.