Pop-Tarts World
Best Use of Event Marketing (Five or Less Venues)
Most Innovative Communication Strategy
Best Campaign Generating Brand Awareness
Best Creative
Agency: Gigunda Group
Campaign: Pop-Tarts World
Client: Pop-Tarts, a Kellogg brand
Pop-Tarts is a fun brand with a 2.5 million Facebook fan base who loves to share their Pop-Tart experiences, including their favorite flavors, their favorite times to eat them (as a midnight snack or while camping) and recipes for their own mix-and-match creations (as an ice cream sandwich or with peanut butter).
Kellogg wanted to capitalize on that desire for kids to customize their own Pop-Tarts and tap into the connection its customers felt with the brand. They launched a 3,200 sq. ft. pop-up store in Times Square from August-December 2010, featuring a café, retail store and interactive area. Called Pop-Tarts World, the café served more than 30 treats made of Pop-Tarts, including their most popular dish “Pop-Tart Sushi,” three flavors of Pop-Tarts minced and wrapped together in a fruit roll-up. Visitors added their own frosting, toppings and drizzle at the build-your-own counter.
The Varietizer, a vending machine with 23 flavors, let visitors create their own variety six-pack, while the retail shop sold unique branded items, including Pop-Tarts flavored Chapstick and design-your-own T-shirts.
An hourly light show turned guests into Pop-Tarts, while visitors used complimentary computers to comment on their social media pages, visit PopTartsWorld.com and play unique Pop-Tarts video games. A six-story billboard outside the store showed Pop-Tarts swirling around the Statue of Liberty.
Grand opening events were hosted by The Disney Channel’s Caroline Rhea and everyone who visited on the first morning received free Pop-Tarts and were entered to win a NYC family fun day. Additional events were hosted throughout the fall, including a $25,000 Facebook contest awarded to the family with the best idea for “sprinkling some fun” in their community.
The program generated 1.1 billion media impressions in the first four weeks alone, four times the goal, and was featured on more than 1,000 broadcast segments. On opening day, Pop-Tarts sushi was the number one search topic on both Twitter and Yahoo. Visitors posted 500 YouTube videos of their in-store experience. The campaign generated more than 14,000 new Facebook fans per day for the first two weeks, while nearly $600,000 in sales of Pop-Tart branded food and merchandise was sold.
