KitKat Crossy Road
BRIEF
To raise KitKats profile in the online gaming community & drive brand consideration in an authentic way.
IDEA
Turn the traffic-dodging mobile game Crossy Road into a three-minute video featuring two high profile YouTubers from the Sideman group: Miniminter (Simon Minter, 4 million subscribers) and TBJZL (Tobi Brown, 2 million subscribers). Using an elaborate life-sized set to recreate the game, the film depicted the two stars dressed as characters from the game hopping out of the way of traffic as they competed against each other – all while being cheered on by real fans! The video was hosted on Miniminter’s YouTube channel, with edits running as TrueView ads.
RESULT
YouTubes third best performing ad in 2016 with 8.7 million views for the long version, 1.6 million views for the short version. YouTube comments revealed great audience engagement, while the activity produced a 44% lift in ad recall and 9% lift in brand consideration.
ROLE
Producer responsible for budget creation & sign off, project SOW, talent contracts, talent riders, location management, costume design, props, crew and catering.
COMPANY
J. Walter Thompson.
