We were tasked with amplifying our new “How Matters” campaign launch and Super Bowl spot. The brief? Bring our “discerning bear” to life with consumers, create massive buzz and get people to understand that Chobani is real, good food. Oh, and do it without any paid media support. Our answer: build a giant, animatronic grizzly bear and unleash it on the streets of NYC.
Results:
4.4MM+ organic views
YouTube Front Page
#5 trending YouTube video in US, #6 worldwide for 4 days
30MM+ earned impressions
Increased YouTube subscriber base by 1100%
Drove additional 150K views of Super Bowl commercial
Free placements included: Bing, Huff Post, Yahoo! Screen, Ads of the World, Adweek, Mashable, Creativity-Online, Media Bistro
Overall campaign resulted in 9% sales lift
Chobani: Hungry Bear
Showtime’s Happyish features our bear
We then became part of the cultural zeitgeist. Watch as the “Swede” riffs for over a minute on the genius of the Chobani bear live in NYC. Thank you, Showtime (though your specific knowledge of our case study is uncanny).
