Ritz is hoping to alleviate loneliness felt by social distancing by launching the #KaraokeChallenge to provide some uplifting content during this COVID-19 pandemic.
The initiative marks the cracker maker as the first brand to leverage Instagram’s new Co-Watching feature that connects people in real time in one room, a la Zoom.
To participate in the initiative, users are invited to visit @RitzCrackers on Instagam and “like” one of the brand’s karaoke video posts. Then, they are instructed to direct message to video call friends and family to join their sing-along.
They can decide what pre-selected song to sing after hitting the media/photo icon in the upper right hand of the screen. All singers are encouraged to share and tag their performance using #AloneTogether, with Ritz donating 10 meals to Feeding America for every tag (up to 500,000 meals).
The Martin Agency is credited with the idea for the campaign.
“A focus for us today and for the future is having Ritz live its purpose and play a relevant and meaningful role in our consumers and shoppers lives,” says Patty Gonzalez, senior director and marketing lead of US savory portfolio at Mondelez. “One way we are doing this, is having our brands play a role in helping support leading charitable organizations that are making a difference at this time.”
The campaign was developed in one week. “Both agency and client team members made themselves available outside of regular office hours — what are ‘office hours” anymore any way — to push this campaign forward expeditiously,” says Stephanie Jones, account director, The Martin Agency.