Super Bowl snacks during the big game can be a competitive battleground. Cheetos, in launching its new Crunch Pop Mix, used Snapchat image-recognition technology to let viewers “steal” the new snack right out of the TV screen by scanning the commercial. A 3D hand appears to pull the snack right out of the TV set. Some 50,000 bags were “stolen” (and then mailed to participants). Loyalty to Cheetos soared -- up a massive 2,500%, with a brand uplift of near 600%. A crunching score.
Credits: Frito-Lay Chief Marketing Officer - Rachel Ferdinando SVP, Core Brands - Marissa Solis Senior Brand Director - Jess Spaulding Marketing Director - Melody Macaluso Marketing Manager - Lauren Creed Marketing Analyst - Joey Rickert Director of Strategic Insights - Brodie Dunn Communications Director - Chris Yemma Brand Communications Senior Representative - Lindsey Smith Video Expert, APR - Carol Pock Talent CEO, Shakermaker - Emma Quigley Global Head of Business Affairs, Talent and Influencers, UEG - Dina Mallin Goodby Silverstein & Partners Chairman - Jeff Goodby Chairman - Rich Silverstein Chief Creative Officer - Margaret Johnson Creative Director - Eamonn Dixon Creative Director - Stefan Copiz Copywriter - Lennie Galloway Art Director - Thomas Gledhill Co-Director of Production - Leila Gage and Margaret Brett-Kearns Executive Producer - Sara Ward Senior Producer - Dan Watson Senior Producer - Noah Dasho Senior Producer - Alex Healy Managing Partner - Brian McPherson Group Account Director - Meredith Williams Account Director - Chris Nilsen Account Manager - Lindsay Foregger Account Manager - Maria Ragusa Assistant Account Manager - Tysjah Pitchford Partner, Head of Brand Strategy - Bonnie Wan Partner, Head of Communication Strategy - Christine Chen Group Brand Strategy Director - Ralph Paone Brand Strategy Director - Gabriella Dishtosky Senior Strategist - Shaza Elsheshtawy Comms Strategy Director - Caitlin Neelon Senior Comms Strategist - Drew Forrest Head of Business Affairs - Judy Ibarra Business Affairs - Kristian Evanculla Trafficking Manager - Rowena Cuejilo Hungry Man Director - Bryan Buckley Executive Producers - Mino Jarjoura & Caleb Dewart Head of Production - Marian Harkness Producer - Matt Lefebvre Production Supervisor - Cassidy Gill Cinematographer - Pär M. Ekberg Exile Editor - Kirk Baxter Assistant Editor - Mitch Goldberg Producer - David Won EP - CL Kumpata Head of Production - Jennifer Locke Beacon Street Studios Music, Mix & Sound Design Arrangement - Andrew Feltenstein & John Nau Engineer - Rommel Molina Executive Producer - Leslie DiLullo Senior Producer - Kate Vadnais a52 - VFX Studio VFX Supervisor - Andy Rafael Barrios Lead Flame Artist - Andy Rafael Barrios Flame Artists - Matt Sousa Online Editor - Kevin Stokes, John Valle Producer - Chris Lewis Head of Production - Stacy Kessler-Aungst Executive Producers - Patrick Nugent & Kim Christensen Managing Director - Jennifer Sofio Hall Colorist - Gregory Reese Producer - Jenny Bright Executive Producer - Thatcher Peterson