Much and Tic Tac inspire Small Fun Revolution
The Ferrero brand's digital campaign extends into the broadcast sphere with a content integration deal - involving custom-made spots - with CTV's MuchMusic.
Tic Tac’s cutesy ‘Small Fun Revolution’ campaign made a splash on television last night with a content integration on MuchMusic’s MOD featuring a series of customized spots.
The MOD integration is an extension of the online Tic Tac Small Fun Revolution digital campaign, with creative handled by Noise in Toronto. The campaign microsite features a contest that invites consumers to submit videos that feature creations, or creative executions, made out of Tic Tacs or Tic Tac boxes. The prize for best creative is $5,000, with the caveat that it has to be spent in 24 hours, and that the winner must document those 24 hours via photo or video. The contest closes June 30, 2010 and the winner will be selected by an internal ‘Tic Tac team.’
The broadcast extension of the campaign was born when Ferrero, and media agency Mindshare, approached MuchMusic with an eye toward a creative partnership that would engage Much’s teen audience, Randall Graham, creative director, MuchMusic, tells MiC. The team at the channel responded with the idea to integrate the campaign into its flagship evening program, MOD, with a series of custom-made spots, created internally, and an exclusive lock on the show’s commercial air time.
The goal of the spots was to inspire people to think outside the box – literally – for their Small Fun submissions by showing ‘creations’ they might not think of, Graham explains. There are three 10-second creative spots, and four brand ambassador spots. The creative spots are designed to be examples of the kind of videos that would be submitted to the Small Fun Revolution contest, the first of which features a live-action skateboarder with Tic Tacs exploding out of his deck, the second with breakdancers, and the third showing a mockup of the MuchMusic building downtown being covered in a tsunami of Tic Tacs. The brand ambassador spots are also live-action and feature a creative duo that describe how they build a Rube Goldberg machine featuring Tic Tacs and a record player, and why they were selected as brand ambassadors.
‘The way we thought we could best support the campaign was to show demonstrations of what we thought kids could do, to get them excited about it,’ Graham says. ‘We wanted to show that art could be made with music and moving video, and not just a mosaic of different-coloured Tic Tacs.’
The spots will air on Comedy, MTV and MuchMusic for six weeks and the Small Fun will also be supported with an online buy, including rich media and standard ad units, across the 27/7 and Suite 66 networks, an MSN.ca takeover in Quebec only, and a YouTube takeover yesterday.