LET'S GO REESE'S
As the official candy partner of the NCAA, Reese's had done a lot of the typical activation strategies in the past: on-site presence at major events, sweepstakes, and title sponsorship of the college all-star game during Final Four weekend. Following a multiyear contract renewal in the summer of 2012, Hershey's wanted to take the partnership in a new direction.
We were asked to create an ongoing fan experience that would enhance the link between Reese's and NCAA sports. A cross-channel solution was needed to combine integrated marketing programs, promotional campaigns, activation platforms, digital/social content and general advertising across a variety of mediums. With multiple stakeholders, partners and vendors in the mix, along with a super tight budget and timeline, March Madness arrived early.
Fueled by an enormous supply of peanut butter and chocolate, our team descended into the beautiful beast of college sports and emerged with the Let's Go Reese's Hub. It's a showcase of all the weird, wild and wonderful aspects of college sports that make being a fan so addictive. Sponsored by the makers of the most addictive candy on earth.
Drove 700,000 video views in under three months, with almost 60% share rate, leveraging social media and a nominal video seeding buy.