Best Use of Social Media for Food & Beverage

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6th Annual Shorty Industry Awards Finalist

Hot Pockets' "You Got What I Eat"

Produced by:

Threshold Interactive

Date submitted:

Feb. 19, 2014

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Team members: John Montgomery - Director, James Littlejohn - Copywriter, Jessica Mingo - Producer, Jesse Trott - Producer, Michael Grgas - Creative Director

About this entry

With hot rhymes and the world’s hottest woman on our side, Threshold Interactive and Hot Pockets made a microwaveable sandwich sexy.

After a massively successful viral campaign in 2012 that saw Snoop Dogg spin his “Drop It Like It’s Hot” to a more Hot Pocket-worthy “Pocket Like It’s Hot,” Threshold decided to bring the heat and turn the dial to 11. We needed to tout Hot Pockets' improved quality – specifically the better-tasting meats and crusts – in a way that brought the brand even more attention.

To do just that, Hot Pockets’ 2013 campaign centered around the “Butcher vs. Baker.” We brought back the man synonymous with baking, Snoop, to play the Baker. With his silky-smooth, one-of-a-kind voice, he had Kate Upton lusting after his crust in no time. But he wasn’t the only chef trying to seduce her with a hot sandwich.

Our music video brought along a cast of characters, the no-longer-Lil Bow Wow, YouTuber KevJumba, even Larry King, as we transformed Biz Markie’s “Just a Friend (You Got What I Need)” into “You Got What I Eat.” We also had rainbows, flying sheep, pepperoni nunchuks, and gratuitous food porn. Let’s be real – we were trying to melt the Internet. And we kind of did.

The case for why this entry should win a Shorty

With a trippy music video and our hot track, “You Got What I Eat” ate up more than 12 million views across video platforms (about 4 million more than our 2012 hit ‘Pocket Like It’s Hot’). It also had more than 125 million impressions on just its first day. Coverage of the video ran in publications ranging from GQ to Fox News to Buzzfeed. And it wasn’t just a hit with the media – the video earned enough up-votes to land on the front page of Reddit. The campaign drove significant lift in brand attributes, likely a result of high consumer engagement with the video.

While promoting Hot Pockets' better-tasting meats and crusts, we made a sandwich look sexier than ever… and had consumer humming along the whole way.

Additional Information

http://mashable.com/2013/10/10/hot-pockets-commercial/
http://www.usmagazine.com/celebrity-news/news/snoop-dogg-kate-upton-join-together-for-trippy-hot-pockets-music-video-ad-2013810
http://newsfeed.time.com/2013/10/09/watch-kate-upton-and-snoop-sing-about-hot-pockets/
http://www.huffingtonpost.com/2013/10/08/kate-upton-snoop-dogg_n_4065914.html
http://www.buzzfeed.com/whitneyjefferson/the-most-wtf-moments-from-kate-upton-and-snoop-doggs-hot-poc

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