Idea
To keep things fresh, we’ll unleash a series of #TopThis Challenges throughout the season on Instagram, inspired by summer occasions like 4th of July and Labor Day. Winners chosen throughout summer become finalists for a chance to have their concoction become a limited edition Nestlé treat next summer and the inspiration for next summer’s competition.
Post Copy:
Think you can #TopThis 4th of July treat? Grab some Nestlé ice crem and post your concoction by July 10th. You could be our featured frozen treat next summer. #Edys #icecream #4thofJuly #sparklesandsprinkles #murica
Mobile
Consistent with the social campaign, we will put the Ice Cream Social Lab in the palm of your hand, with a simple, fun place to virtually explore our concoctions or craft your own. Ingredients are automatically added to your shopping list, along with a digital coupon.
Idea
McGraw will challenge folks on social through fun videos and content to help them explore flavors and find their favorite. He will also challenge users to try new flavors through a messenger Chat Bot. People can send emojis and messages for offers, coupons, samples, content, etc.
Chatbot Paid Media
:06 Paid
Media Budget: $100K
Reach: 3.9MM out of 21MM total universe (19% SOV)
Campaign avg frequency: 5.33
CPM: $4.74
Success will be measured through:
• Click through rate from the video link ad to Messenger (can be optimized upon)
• Engagement rate and coupon redemptions within Messenger
Chatbot User Flow
Post copy: In this Flavor Showdown, everybody wins.
Send Pace a message by typing “DIPEE-KI-YAY!” or open Messenger to get started.
MUSIC: (WESTERN THEMED, SPARCE)
OPEN ON BIG DIP MCGRAW IN A STYLIZED WESTERN, TEXAS SETTING
HE WHIPS AROUND TO SPEAK DIRECTLY TO CAMERA
SFX: (WHIP-CROW KAW-SALSY MNEMONIC)
MCGRAW: Feelin’…salsy?: It’s time to challenge your taste buds to a flavor duel.
SFX: (WHIP-CROW KAW-SALSY MNEMONIC)
MCGRAW WHIPS OUT A CHIP AND A JAR OF PACE CHUNKY TEXAS SALSA
ART CARD: THE BIG FLAVOR SHOWDOWN
THE FLAVORS APPEAR ONE AT A TIME, IN RAPID SUCCESSION
SFX: (RICOCHET GUN SHOTS)
MCGRAW: DIPEE-KI-YAY!
LINK: Tap to open Messenger.
BUTTON: SEND MESSAGE
Additional OLV Scripts for Insta
“Mango Tango”
MUSIC: (WESTERN THEMED, SPARCE)
OPEN ON BIG DIP MCGRAW IN A STYLIZED WESTERN,
TEXAS SETTING
CUT TO JAR OF PACE MANGO HABANERO
QUICK CUTS BACK AND FORTH AS MCGRAW “FACES OFF” WITH MANGO HABANERO. EACH TIME WE CUT BACK TO HIM, HE’S A LITTLE SWEATIER
MCGRAW WHIPS OUT A CHIP
SFX: (WHIP-CROW KAW-SALSY MNEMONIC)
MCGRAW: You wanna tango, mango?
Let’s dance.
ART CARD: THE BIG FLAVOR SHOWDOWN
THE FLAVORS APPEAR ONE AT A TIME IN RAPID SUCCESSION
SFX: (RICOCHET GUN SHOTS)
MCGRAW: DIPEE-KI-YAY!
“Sweet Peach”
MUSIC: (WESTERN THEMED, SPARCE)
OPEN ON BIG DIP MCGRAW WITH A BANJO SERENADING A JAR OF PACE PEACH MANGO JALAPENO – HE’S USING A CHIP AS A GUITAR PICK
MCGRAW: She’s a sweet lil’ peach with a spicy mean streak. Dip in the heart of Texas!
SFX: (WHIP-CROW KAW-SALSY MNEMONIC)
ART CARD: THE BIG FLAVOR SHOWDOWN
THE FLAVORS APPEAR ONE AT A TIME IN RAPID SUCCESSION
SFX: (RICOCHET GUN SHOTS)
MCGRAW: DIPEE-KI-YAY!
“Smoky’s Saloon”
MUSIC: (WESTERN THEMED, SPARCE)
OPEN ON BIG DIP MCGRAW WALKING INTO A VERY SMOKY OLD WEST SALOON
THE SMOKE CLEARS TO REVEAL A JAR OF PACE HONEY CHIPOTLE
MCGRAW: Thought I’d find you here.
MCGRAW WHIPS OUT A CHIP
SFX: (WHIP-CROW KAW-SALSY MNEMONIC)
MCGRAW: You’re comin’ with me.
ART CARD: THE BIG FLAVOR SHOWDOWN
THE FLAVORS APPEAR ONE AT A TIME IN RAPID SUCCESSION
SFX: (RICOCHET GUN SHOTS)
MCGRAW: DIPEE-KI-YAY!
Idea
Everyone deserves a Splatterday. It’s the day between Soccer practice, piano lessons and the dreaded parent teacher conference. Our ad will run on All Recipes, as you are searching for quick pasta dishes that will feed an army. In the recipe instructions we will partner with Amazon Fresh to deliver the ingredients to your door. Finally, we encourage you to post those Splatterday food fails on facebook.
