Roll out the Weinermobile(s) and let’s put America in a good mood!
In 2010 Oscar Mayer launched a new TV campaign declaring "It doesn't get better than this". At Razorfish I led the team turning that campaign into a mission to generate 3,000,000 lbs of food for families in need.
This Good Mood Mission would grow into a giant digital program including a rich campaign microsite, live events, 3 billion media impressions, 6 creative refreshes and of course, the Wienermobile.
We shot custom content for online video and rich media. We launched a destination website where consumers shared their good moods. When all was said and done we’d reached millions of people and had helped feed families in need. Not bad.
480,000 user-generated submissions
155,000 new Facebook fans
425,000 coupons distributed
3,000,000 lbs. of food donated to Feeding America