THE CHALLENGE
Pop-Tarts wanted to debut their newest flavor: “Gone Nutty.” They knew that engaging late teens on a social platform was key to the new flavor campaign, but how could Pop-Tarts specifically target the group… and do so with a quick-turn, stand-alone PR stunt?
THE BIG. SIMPLE. IDEA.
Planned as a stunt drop, the Lost Shipment delivered Pop-Tarts’ hot new flavor with a rogue shipping container. Complete with a trailing parachute, the crate was shipped to the University of New Hampshire campus in the middle of the night and deposited on the quad. As students walked to class the next morning, they discovered the mysterious Pop-Tarts crate. Provided with a lock code, students accessed the stash of the new flavor, generating an immense social response to @PopTarts-411.
