It's a bird, it's a plane...it's a constellation of a giant roasting marshmallow!
When we discovered the launch of Jet-Puffed glow-in-the dark packaging coincided with a summer filled with spectacular astrological events, the stars aligned and the #GoSmoregazing campaign was born. Complete with with S’moregazing reminders on social, glow-in-the-dark billboards in the nation's top stargazing locations, and the announcement of a new constellation, S’morion, certified by the International Star Registry. Discoverable with our custom AR star-finder.
We took the campaign to the great outdoors where it born to shine - placing billboards near campgrounds with the best stargazing views, where the product is used the most.
We partnered with influencers to introduce their fans to Go S'moregazing with a UGC sweepstakes. People who posted their S’moregazing experience on social were entered for a chance to win a S’moregazing kit, complete with a telescope and everything needed to make s’mores.
We created a social content plan that aligned with the celestial calendar. Posts identified stargazing events and used Instagram’s new reminder feature to ensure our followers never missed a S'moregazing moment. All content drove to our microsite where you could find our AR starfinder and learn how to enter to win a S’moregazing kit.
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55 MM Earned Media Impressions
4.7 MM OOH Impressions
339 MM Total Impressions
8x Incremental Sales lift
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Kelly Roe / Head of Creative
Kat Hale / Associate Creative Director
Blase Mnich / Associate Creative Director at The Kitchen
Alicia D'Agostino / Copywriter
Yebin Lee / Art Director
Wesley Webb / Sr. Designer