chips ahoy! X KCON 2019
As America’s Favorite Chocolate Chip Cookie, we understand that what it means to “market to Americans” has evolved in the last decade or so. The US is a melting pot of diverse cultures, backgrounds and ethnicities, and they all deserve to feel represented in the media. Kpop fans come in all shapes and forms, but online, they over-index in teens — the most relevant audience for Chips Ahoy! at the moment.
Following significant engagement spikes on social media, we decided it was time to take our relationship with Kpop stans to a physical plane – and what better way to make a first impression than as key sponsors at KCon LA, the largest annual Kpop event this side of the world. We developed our #ChipsAhoyForYourIdol promotional campaign, and gave fans an opportunity to create something extra sweet and unique for their favorite artists during KCon weekend. These custom made Chips Ahoy! packs that were decorated and dedicated by fans, were then taken to the groups during fan engagement panels, and to their dressing rooms during the concert nights. Fans were super grateful, and some even spotted their Idols posing with the gifts they had made for them.
COOKIE DROPS: NATIONAL CHOC. CHIP COOKIE DAY
We’ve learned a lot this year. Mainly that brands, stans & idols want to vibe with us. Both to help us express ourselves and co-create culture with them.
So the rest of 2019 is all about collabs & giving back to those fans on social. Chocolate Chips drive our craveability. They’re the heart of everything we do. We’re celebrating #NCCCD by dropping more than cookies. We’ giving fans a chance to wear a piece of the most perfect collaboration known: Chip Ahoy! drops the hottest cookies and cooks the hottest drops❗️
Our first capsule is all about finding different ways to express our love for chocolate chips through wearable items that have fun ways to carry our Chips Ahoy!
SWEET GAMING HACKS
We brought sweetness to the gaming community at large while also seeding authenticity with the target by activating before a partnership launch between Chips Ahoy! and Gear 5. From the screen to IRL, we teased gear that makes the gaming experience sweeter - like padded CA! branded Xbox controllers, and CA! game cave seat cushions.
miss vanjie: get these cookies!
Chips Ahoy! inspires love and inclusivity by making RuPaul's Drag Race contestant, meme queen and cookie lover Miss Vanessa Vanjie their spokesperson during Mother's Day.
Fans of the franchise immediately connected with the message and showed an outpour of love and support to both Vanjie and Chips Ahoy! Conservatives didn't necessarily feel the same way, as you can see from the coverage by these White House Favorites: Infowars, One Million Moms, The Blaze. Fortunately, we had heavy hitters on the right side of history as well (thank you, The Young Turks), as well as the actual RPDR community, and the new thousands of followers we gained from this Tweet alone.
CA! X NICKI MINAJ: THE QUEEN COOKIE
It all started with a Cookie Emoji. Nicki Minaj went to her fans on Instagram (The Barbz, more on them later) to ask for 🍪’s to be dropped in her comments. We seized the opportunity to drop some cookies of our own, which she loved and responded to! Because of all the engagement we were getting after her response, we sent out a tweet asking her fans how they’d feel about a potential collaboration.
Since then, Nicki has been engaging with us our content in a playful manner.
Due to the success of this viral tweet, we got in touch with Miss Minaj and partnered to create a limited edition pink chocolate chip cookie.
We randomly selected 100 fans who have had the best responses to our engagement with Nicki Minaj. People who have DM’d us about the cookie, who have created their own original content, and who have been persistent about updates and surprised and delighted them with one of the 100 limited edition cookie packs.
