FROSTED MINI WHEATS
mini tastes better
Mini, the tiny cereal buscuit, recently got his first smartphone and disovered that despite having scores of fans, he also has scores of TROLLS. People comparing him to abominable things, like cardboard, drywall, fiberglass, mulch, even feces! So, Mini is on a mission to clap back at his haters on the internet — even challenging them to taste tests while celebrating and rewarding the loyalty of his fans.
Reddit 24 hr takeover
We invited our fans to defend us on Reddit (a rarity for brands) and naturally, the haters came to play too. The team locked ourselves in a room, monitored comments, responded quickly with witty, fiery, funny comments, gave out rewards for the best comments, and cultivated cultural clout. Aallll in a day's work.
We got 3,445,408 impressions, which was 1.5M incremental impressions. That means we drove an incremental 79% reach. Our 2.63% Engagement Rate is 3.5x the 0.75% Reddit benchmark, and our comment rate was 554x above benchmark.
Aaaaall that is to say:
we killed it!
Here's some of our favorite memories: