Shapes Extreme partnership with Jono & Ben:
Challenge: awareness for Shapes is high, but relevance amongst the core snacking audience of teenage males had started to fall, meaning they were being specifically requested less and less. With the new Extreme product, there was a chance to reverse this trend.
Insight: We needed to act like a teen to get on their radars & reinstate Shapes’ position as snack of first choice – taking our inspiration from the medium that young guys love the most, YouTube, we took trending stunts to the mainstream via some of their fave local celebs.
Idea: Shapes Extreme with Jono & Ben @ Ten – YouDoTube. A multi-platform sales driving integration, supported by trans-Tasman video assets.
Execution: an integration into the Jono & Ben @ Ten show where a celeb would perform an ‘Extreme’ trick found on YouTube – if they managed to complete the trick, audience members were in the chance to win a years’ supply of Shapes Extreme snacks and $500 cash. Content was shared across the Shapes’ Facebook community as well as the Jono & Ben show page to amplify the earned effect. Further amplification was created on Jono & Ben’s show on The Rock with the guys performing & filming their own stunts & pointing to the video content across multiple digital media sites – all bought to listeners by Shapes Extreme.