MIKE AND IKE
How do we get people talking about an old candy brand they'd all but forgotten about? Well, we give them something to talk about.
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First, we broke them up and let their celebrity friends weigh in. |
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Then we let them pursue their solo careers. Ike went into art. |
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Mike into music. (yes, I wrote a rap song about strawberries for work) |
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The next year, everyone was expecting them to get back together. So we skipped it. Instead, we fanned the flames by pretending Hollywood was making a movie based on the story. Complete with its own IMDB page: www.imdb.com/title/tt2815160/ |
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Breakdown: The boxes were the unsung heroes of this campaign. Turning them into millions of tiny billboards by "defacing" them made the campaign feel real, all while generating intrigue and standing out in stores. That, together with the controversy stirred up by religious conservatives and the debates on social media about whether this was real, made this a real media darling.
