Here’s everything else we tried to do for attention before the tweets took off.
Good for Everything
“What if MoonPies were drugs?” is a question we all ask ourselves.
MoonPie Memories Contest Launch
No one knows why Old Man MoonPie got his name. Especially since people have been calling him that since he was born.
MoonPie Big Game Recipe
Who doesn't like a good usage occasion video for the big game? Sorry, I have to say "Big Game" because you're not allowed to say Super Bowl.
Original Recipe Launch Video: Bee-Holder
In order to help launch their new Original Recipe MoonPie®, we used a series of digital shorts that helped turn September into the best month in company history.
Original Recipe Launch Video: Tough Guy
Original Recipe Launch Video: Great Man
The Solar Eclipse - Brought To You By MoonPie®
Here’s what we had on deck for MoonPie’s Solar Eclipse promotion on social, but but then "lol ok" happened.
A taste of the CPG art direction that my team and I helped bring to life.
MoonPie Eating Contest
Last but not least, we worked with Bass Pro Shops to cover and live-stream the World MoonPie Eating Championship in Memphis, TN. It was pretty gross, but we did get over 300,000 impressions in 24 hours. The raised hand probably gives it away, but this guy won with 85 MoonPies in 8 minutes.
Tennesseans love their sweet tea. So much so, they will attempt to jar loose coupons that are frozen in ice.
Sweet Lovin' Case Study
Like a highlight reel, but with numbers at the end.
If there was a Mount Rushmore of the people most beloved by the state of Tennessee, you’d see Dolly Parton, Peyton Manning, Davy Crockett, andFarmer Charlie.
Not sure what it says about a state that two of these people are insurance mascots.
Charlie's Top 10 Relationship Tips
A few amendments to the Golden Rule.
Charlie's Top 10 Life Tips
Here's another top 10 list. You know you like lists.
How To Find a Lost Dog
Spoiler: this tip does not work for cats.
What does a rubber band have to do with a stripped screw? You're about to find out.
We also created a Farmer Charlie 8-bit game so people could compete and win tickets to football games (yeah, you can play it - try not to run into the weird animal mascots).
Painting the rock at the University of Tennessee (one of FBITN's primary sponsorships) is a big tradition, but not everyone gets to do it. We created a microsite where they could.
It’s not just fancy videos and promotions that got people sharing, it was digging deep and identifying with his homegrown, Tennessee audience. We embodied a guy that everyone could relate to, and we went viral about every other week.
Because we could definitely use some consoling before (and yes, after) the election.
Here's a post about goat towers that went viral. A lot of people like goat towers, apparently.
A beer from Germany wanted to market itself in America on social media. We wanted beer from Germany.
In the end, we both got what we wanted.
Charles Perry - Do It Right
As a part of Warsteiner’s #DoItRight campaign, we partnered with a few up and coming artists in their field who do art differently.
I helped produce this short exposé on recording artist Charles Perry, who later served as the host of a beer pouring contest we put on in NYC. We also drank the beer afterwards, which was great.
Warsteiner Wednesday: Hump Day
Social content/ads telling people to drink Warsteiners on Wednesdays because it’s refreshing and also, alliteration.
Warsteiner Wednesday: Talk Turkey
Warsteiner Wednesday: Workers
Halloween Series: Drinkula
Series of Halloween shorts that won gold at the Addy's, but probably won't be winning any horror awards anytime soon.
Halloween Series: Wolfsteiner
Halloween Series: Frankensteiner
Papa John's wanted to sell a $12.99 value deal and didn’t want to use Papa John to sell it.
So we put other things in the ads and got a top-10 viral campaign according to Ad Age.
12.99 of Better Play
Puppies. Because, you know, puppies.
12.99 of Better Ball
Better used loosely here since we couldn’t afford LeBron James.
12.99 of Better BMX
Client wanted these tricks to be “lit” so this is what happened.