BUTTERFINGER the 13th

Chelsea Roadman & Samantha Carter

PUR 3000.001

Campaign BasicsClient: Nestle Confections & Snacks (Glendale, CA)

Agency: GolinHarris (Los Angeles)

Campaign Title: Butterfinger the 13th : You can’t scream with your mouth full.

Duration: May 13 – Oct. 13, 2011

Budget: Over $300,000

YouTube Video:

Butterfinger the 13th Official Movie Trailer

Purpose

““WeWe’’ve been trying to not ve been trying to not only interrupt consumers, only interrupt consumers, but also provide valuable but also provide valuable

content and engagement.”content and engagement.”

- - Butterfinger brand Butterfinger brand managermanager, Jeremy , Jeremy

VandervoetVandervoet

““We wanted to go beyond We wanted to go beyond the traditional 30-second the traditional 30-second spot and use digital and spot and use digital and PR to engage and provide PR to engage and provide something different. Our something different. Our target audience target audience is digitally is digitally savvy and consuming savvy and consuming media in different ways.media in different ways.””

Strategy

Maintain “Maintain “edgy, funedgy, fun” ” brand known for brand known for innovationinnovation

Drive engagement Drive engagement through multiple through multiple channels during all channels during all stages of productionstages of production

Contest: Contest: Consumer-Consumer-generated-contentgenerated-content

Social media: Social media: outreachoutreach

Media relations Media relations

CelebrityCelebrity director: Rob director: Rob LoweLowe

Appearance: Appearance: Comic-ConComic-Con

-Nestle Confections & Snacks’ -Nestle Confections & Snacks’ communications manager, communications manager,

Tricia BowlesTricia Bowles

Director

Rob Lowe

Opinion Makers:

The Celebrity Element

Tactics

Campaign announced: Campaign announced: May 13May 13

Updates given the 13Updates given the 13thth of every month until of every month until Oct.Oct.

Released Oct. 13 at the Released Oct. 13 at the 1313thth hour (1 p.m.) on FB hour (1 p.m.) on FB

500 theaters500 theaters

FEARnet (cable network)FEARnet (cable network)

Crackle (digital network)Crackle (digital network)

Social mediaSocial media

16 promo videos 16 promo videos

““Making Of,” Making Of,” etc……

Celeb director Rob LoweCeleb director Rob Lowe

Entertainment TonightEntertainment Tonight and and The Insider The Insider given given insider accessinsider access

LA Live premier eventLA Live premier event

Evaluation

SalesSales: 2.5% : 2.5% increase (May to increase (May to Oct. 2010 Oct. 2010 2011) 2011)

Facebook likesFacebook likes: : 770,000 (May) 770,000 (May) 1.1 million (Nov.)1.1 million (Nov.)

Twitter followersTwitter followers: : 2,000 (May) 2,000 (May) 8,000 (Nov.)8,000 (Nov.)

Media ImpressionsMedia Impressions: : 500 million (goal = 500 million (goal = 100 million)100 million)

CoverageCoverage: CNN, MTV.com, : CNN, MTV.com, USATodayUSAToday

What next?

Future

A new 2012 A new 2012 integrated integrated campaigncampaign

No details currently No details currently available available

Image Management

Recent Pawngo Recent Pawngo dispute following dispute following the Patriot’s Super the Patriot’s Super Bowl defeatBowl defeat

Thank you!