Cheez-It "Vote for the Top Cheese"

During an election year, how does a brand incentivize fans to dabble with disloyalty, buy new flavors, and tell their friends to do the same?

We introduce real choices with candidates they could believe, who had relevant platforms and spoke about pertinent issues. All lobbying for your vote for the Top-Cheese.

Flip-flopping was encouraged and you could vote as many times as you liked. Votes were earned through playing games and sharing, etc. The top voters won a 4-year supply of their favorite flavor and the winner got a cheese bust of her/his likeness carved and printed on the box.

The Results:
• 25% sales increase across featured flavors
• Over 65,000,000 total votes
• Over 600,000 new Facebook fans
• Over 620,000 voters
• 1 in 10 visited multiple times
• 2013 FAB Award for Effective Integrated Advertising

The Case Study:

Facebook Application

‘Election Central’— candidates shared their positions, campaigned for votes and recruited Top Supporters.

Meet the Candidates

Hear inspiring personal messages & appeals for support - straight from the cheeses themselves.

Chees-Slinging ADS

Why look good when you can make them look bad? Unfortunately, no election is safe from negative campaign ads.

Playstation

Our election was the election in the Sony PlayStation universe, allowing the candidates to deliver their campaign in a virtual world complete with advertising, games and custom prizes.

ITV

Candidates were given a custom channel on DirectTV to sway viewers to their cause with games and videos.

Pack Design

Custom packaging introduced the candidates and drove to the Facebook page. Top Supporter for the winning candidate would have their likeness carved in block of cheddar cheese and be featured on product packaging.

IN-STORE & MOBILE

Consumers could sample the candidates themselves in grocery stores across the country while casting votes via their mobile devices.