It is rarely easy, but it’s not complicated. Risk is not a function of the size of the prize: Uploaded sold more in year one than 99% of evaluated initiatives. Instead, risk—like waste—is the predictable if unintended consequence of any activity that deviates from the “North Star,” as Rudd called it, of the insight. Retailers also were anxious for a teen solution. They, too, lamented that formerly brand-loyal parents left the brand’s shelves when their children became teenagers. The brand team shared its research and insights with retailers early on, and as a result, distribution ramp-up was accelerated. With distribution in place, the brand was in a position to roll out its national advertising campaign. But once again, the team recognized that it needed to do things differently. To gain credibility with the teen cohort, Lunchables Uploaded formed a partnership with Rob Dyrdek, former professional skateboarder and host AS IS OFTEN THE CASE, THE SIMPLEST INSIGHTS RESULT IN THE BIGGEST BREAKTHROUGHS.
THE NIELSEN BREAKTHROUGH INNOVATION REPORT 40 SPOTLIGHT #3 | LUNCHABLES UPLOADED of the über-popular MTV shows Fantasy Factory and Ridiculousness. The brand liked Dyrdek because he personified the central idea of the new subbrand in that teens could “upload” their lunch options while doing the same to their life. Together, Dyrdek and Lunchables created 17 digital shorts that showed Rob demonstrating in his own unique way the essence of what it meant to be “uploaded.” Teens obviously found the content compelling, as video completion rates ranged from 71% up to 95% across media partners. To ensure the content was accessible, the team decided to push content out to where teens were spending their time (versus attempting to pull them into a brand website). As a result, the brand was able to garner over 73 million online video views. Lastly, the brand ran television spots on MTV to clearly differentiate Uploaded from its Lunchables advertising on Nickelodeon and Cartoon Network. In 2014, Lunchables Uploaded doubled down on its partnership with Dyrdek. The brand and product were integrated into an episode of the final season of Fantasy Factory, in which Dyrdek announced that he was creating an online series, Fully Uploaded, where he would spotlight individuals who were living an uploaded life. The comprehensive media plan included TV, digital, mobile, and social media to reach teens where they consume information and entertainment. “The team approached the digital space with an open mind, which resulted in the execution of more innovative tactics across the consumer packaged goods space,” said Feil. “Digital worked hard for the new line, and we even explored new outlets, including an Xbox integration. Xbox has unique capabilities and an audience that aligns with the brand.” Lunchables partnered with XBox to distribute the Fully Uploaded series via a custom branded destination. Teens saw the Uploaded brand on various Xbox screens, and if they clicked on it, they
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