Crunch Time was a social media competition launched by Warburtons to promote their new healthy snacks. Through activities like hashtag games on Twitter and a mystery word game, Warburtons was able to build anticipation and gain 1,000 Twitter followers and 850 Facebook fans in the six weeks leading up to Crunch Time. The competition involved questions being posted daily at specific times on the competition website, where the answers would change in real time, requiring players to visit at exactly the right moment. Though some participants enjoyed it more than others, it created significant buzz and discussion online. The results included over 11,000 competition registrations and hundreds of forum discussion pages, showing the campaign was very successful at promoting the snacks.

1. _ Crunch Time– a social media competition.

2. _ Last year, we helped Warburtons launch some new snacks. Their names were slightly bonkers, but behind the cartoon packaging was a tasty, healthy alternative to fatty crisps.

3. _ The launch was very successful – strong messaging and a very evocative look and feel. But how to follow it?

4. _ A social media driven, online competition.

5. _ We began by buildinganticipation anda loyal social network following, in the 6 weeks leading up to Crunch Time. Activity included seeding hashtag # games on twitter…

6. _ And a fiendish Mystery Word game.

7. _ By the time we launched Crunch Time, Warburtons Snacks had: 1,000 Twitter followers 850 Facebook fans Multiple forum discussion pages

9. _ Questions were posted at 12 and 4pm every day, with the answers to be found somewhere on the site. But there was a catch. The site was built on a sophisticated CMS, allowing us to change any content in real time. So players had to visit the site at exactly the right time, to get exactly the right answer.

10. _ Some people enjoyed it

11. _ Some not so much…

12. _ But it created a huge amount of buzz and chatter

13. _ Of course buzz and chatter is all fine and well, But what about results?

14. 11,000 competition registrations Hundreds of pages of forum discussions Average site dwell time of 6-7 minutes Shops selling out of snacks across England

15. _ The campaign took off like wildfire…

16. Unfortunately, so did the factory.

17. _ Thanks Brian Brady Creative Director E:brian@breatheagency.com T:@heavybreathers W:breatheagency.com