To launch the new Butterfinger Peanut Butter Cups, we created a comprehensive year-long campaign covering major events from the Oscars to the Mayweather vs Pacquiao fight to the first ever NCAA playoffs, all in an effort to create awareness and continue the irreverent humor of the Butterfinger brand.
As part of our Butterfinger campaign to insert the brand into major events, we hired Samantha Bee and Jason Jones as our Butterfinger Correspondents to crash the Oscars and make sure that Butterfinger Peanut Butter Cups were nominated for most delicious confection. The trick was, they couldn't say anything associated with the Academy Awards. It's a good thing we hired two intrepid comedians to work their magic.
When you're asked by your client to make sure the world knows about delicious Butterfinger Peanut Butter Cups by "breaking through" on Facebook with a tiny budget, using existing assets, and in record time, naturally, you partner with Facebook's crack creative team and an amazing animation studio (hat tip, Gentleman Scholar) to create something hilarious and thumb-stopping.
The Fight of the Century: Mayweather vs. Pacquiao. We wanted to bet big on Butterfinger Peanut Butter Cups, so we bet big on Pacquiao, putting the support of a different kind of cup squarely behind a different kind of fighter. At the beginning of April, the brand announced it was betting $1 million Butterfinger Cups on Pacquiao. And if Manny won, America would win too. We then set off on a month-long #GetInOurCorner social media campaign, encouraging fans to join Manny in our battle against plain, culminating in the weigh-in and the record-breaking fight night. The campaign was massively successful, gaining 700 million media impressions in a 31-day span. On Twitter, our post-fight tweet was the single biggest in the brand's history – getting over 8,000 retweets and 23,000 favorites without any paid support.