Celebrating National Noodle Day with 24,000 fans
Partners
Platforms
Deliveries
24,000
Trends
#2 US
Background
Do people actually celebrate National Noodle Day? The answer is, yes. Kraft wanted in on the fun, making sure fans enjoyed the big day. We partned with the brand to execute a one-of-a-kind National Noodle Day giveaway that generated awareness for Kraft and the holiday.
Special delivery! Do Americans call it Kraft Dinner or is that a Canadian thing? @kraftmacncheese #itsgottabekd #sendnoods #kraftdinner #macandcheese
Our solution
We worked with Kraft to coordinate prizing logistics, ideal user flow, and a custom web page in the weeks leading up to the national holiday. Kraft Mac & Cheese shipped product and physical coupons to our warehouse headquarters, where we assembled kits and envelopes with campaign packaging sourced by us. On National Noodle Day, Kraft used Twitter, Instagram, physical billboards, and media to drive fans nationwide to EnjoyNoods.com. Participants entered a friend’s details, and we sent them a branded box filled with Kraft Mac & Cheese. We delivered these saucy kits on-demand and in the mail for day-of buzz and scale. Even though the original activation called for 7,000 kits and coupons, the eager fan participation and sell-out led to Kraft giving away an additional 17,000 coupons. This also allowed Kraft to experiment with our first come, first serve vs. sweepstakes giveaway methods. We gave away 22,000 prizes on National Noodle Day and mailed 2,000 coupons during the following five days.
Highlights
- Eventized National Noodle Day for fans at home - #SendNoods earned #2 Twitter trend in US - Over 32K fans entries - All 24,000 prizes given away in five days
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