The Challenge
Cinco de Mayo is prime tortilla time for Mission, but with shoppers quarantining at home, Cinco 2020 looked like it might be a miss.
The Solution
Insights told us that Cinco de Mayo was mostly an impromptu celebration for shoppers, so our campaign positioned Mission as an easy win you could enjoy anywhere. We put it into play in-store and on digital and social platforms, including an engaging online game that delivered an instant Cinco celebration.
The Results
The virtual piñata celebrations were a huge hit with 24MM impressions, 134K unique user registrations, and 1,600 winners. Gameplay totaled 475,517 sessions, earning a 449% increase over the previous year’s gaming sessions. Brand interaction was strong too with 513K page visits and 86K visits to the recipe collection.
