MEGHAN COVERT, CAMRYN LA SALA, SHELBY POINTER, PEYTON TURBEVILLE & COOPER WILDESON
CHASING THE CHESTER CHEETAH
FRITO-LAY | WALMART OUR BRANDS
A QUICK OVERVIEW
As the Walmart brand aims to make its customer's lives easier, Cheetos makes their lives better.
FRITO-LAY | WALMART THE CHALLENGE
WHAT DO WE WANT?
To encourage customers to buy Cheetos products at Walmart in store, online, and through Google Home.
To increase overall family interaction and promote a healthy work-life balance.
FRITO-LAY | WALMART OUR INSIGHT
THE SHOPPER A pantry-stocking parent AMERICAN looking for easy and affordable foods their kids will enjoy.
FAMILIES THE SNACKER are looking for a way to A customer more likely to indulge in sweet, savory, and spend more time together spicy snacks in the late creating memories away afternoon and evening. from screens. THE PLAYER A child who spends their free time using technology.
FRITO-LAY | WALMART OUR TARGET
THE DECISION MAKERS
Young millennial parents Ages 25-39 1-2 children Income around $70,000/year
FRITO-LAY | WALMART OUR TARGET
THE INDULGENT DAD
Prioritizes having fun with children over setting a good example at times.
Spending too much time in the office and seeking a better work-life balance.
Makes up for lack of confidence in parenting skills by spoiling children.
FRITO-LAY | WALMART OUR TARGET
THE SOCIAL MEDIA MOM Uses social media to document major family moments.
Wants her family to spend less time in front of screens and craves new experiences with her family.
Looks for parenting information on YouTube and monitors her children's online activity.
FRITO-LAY | WALMART OUR SOLUTION
TURNING SHOPPING AND SNACKING INTO A GAME
Using Google Home, families can work together solving the mystery of where Chester Cheetah is hiding the cheese while spending time together away from screens and encouraging repeated Cheeto purchases at Walmart.
FRITO-LAY | WALMART OUR SOLUTION
THE GAME Families will play the multi-step mystery CHASING game, with new scenarios unveiled each week encouraging repeated play. CHESTER THE PURCHASE Upon solving the mystery, Google Home Chester has stolen the adds a coupon for a Cheetos and Pepsi party cheese and the chef pack to your online shopping cart that can also be redeemed through Google Express. needs your family's help THE PRIZE to track it down. Each time the party pack is purchased at Walmart, your family is entered to win several levels of prizes.
FRITO-LAY | WALMART OUR SOLUTION
CHASING CHESTER THE BIG IDEA
Families will gather in their homes to play the Chasing Chester mystery game on Google Home while indulging in a Cheetos snack. The game will reinforce Cheetos fun and mischievous brand persona while engaging with consumers very personally. The Cheetos snack pack coupon will be added to Walmart carts after completition of each game and parents will be encouraged to continue buying the snack packs and participate weekly for the chance to win prizes for their family.
FRITO-LAY | WALMART OUR SOLUTION
"YOU WALK INTO A BUSY RESTAURANT... 'WHERE IS HE?'
The Chef yells from his kitchen, holding a plate with nothing but cheese crumbs. 'Go find that pesky cheetah and bring back my cheese!' he says. You enter the kitchen and see orange footprints leading out the back door and notice cheetle on the doorknob. But wait - there's a ticket stub on the ground. Do you follow the footprints outside or pick up the ticket stub?"
FRITO-LAY | WALMART OUR STRATEGY
CHASING CHESTER PRIZES
REAL LIFE GAME IN YOUR TOWN
TV's, Snack Pack Walmart Tablets, Google Discount Gift Card Speakers, Home and more
FRITO-LAY | WALMART OUR STRATEGY
New mysteries are CONTENT Chasing Chester will unveiled every week MASS, TRUE TO bring fun to family adding Chester's SUSTAINABLE BRAND homes in a bright and playful story. PR PURPOSE mischievous way.
Millennial parents Google Home, prizes, want to have fun and UNIVERSAL and social media exciting quality time RELEVANCE PLAYS ON interaction increase with their children TO KEY BIG STAGE online buzz and while enjoying their AUDIENCE excitement about the favorite snacks. game and brands.
FRITO-LAY | WALMART OUR STRATEGY
CHEETOS + WALMART UNIQUE SELLING PROPOSITION Bringing families together, one game and a MESSAGING sprinkle of cheetle dust at a time. STRATEGY POSITIONING STATEMENT Affective Strategy This cheesy snack will bring the most Creates emotional tie to brand and daring of families together to compete in family game night the biggest snack competition of the holiday season while utilizing the simplest grocery shopping experience of the Screenless, but encourages a century. technologically savvy experience
FRITO-LAY | WALMART OUR STRATEGY
ADVERTISING APPEALS EMOTIONAL + SCARCITY
CREATES BRAND LOYALTY
FUN FAMILY MOMENTS WITHOUT SCREENS ARE RARE
LIMITED TIME 6 WEEK OFFER
FRITO-LAY | WALMART OUR STRATEGY
EXECUTIONAL FRAMEWORK STORYTELLING + FANTASY
GAME CREATES REAL LIFE SCENARIO IN A DESIGNATED GEOGRAPHIC AREA
LIFTS FAMILIES FROM NORMAL LIFE TO CHESTER'S WORLD
FRITO-LAY | WALMART OUR STRATEGY
Initial Provide continuous Consideration Set reminders of the fun experiences provided by Information Cheetos and Walmart. Search
Moment of Purchase
Immediate action Post Purchase and providing extensive Evaluation information through social media. Loyalty Loop
FRITO-LAY | WALMART OUR EXECUTION
SOCIAL MEDIA GOOGLE + YOUTUBE
Banner and sidebar ads for activation
Interactive and exciting videos that will include extra clues to solve that week's mystery
FRITO-LAY | WALMART OUR EXECUTION
SOCIAL MEDIA INSTAGRAM + FACEBOOK
Video clips of the game and exciting material surrounding it
#ChasedChester can be used to tag Cheetos and Walmart in family fun pictures
Just a bit of an adorable mess tonight as we #ChasedChester! Love that the little ones can play along, too!
FRITO-LAY | WALMART OUR EXECUTION
SOCIAL MEDIA SPOTIFY + PANDORA
Video and audio clips to capture audience attention and interest
Directed at Millennial parents ages 29-35
During evening commute hours to inspire that night's activities
FRITO-LAY | WALMART OUR TARGET
THE KEY PERFORMANCE INDICATORS
Sales of snack packs at Walmart locations and online Game play statistics Social media engagement
FRITO-LAY | WALMART OUR SOLUTION
WHERE DO WE GO FROM HERE?
After this promotion is completed, Chasing Chester can expand to our other U.S. markets, opening up the possibility for regionally specific competitions with new mysteries to solve. As the game grows, the prizes will grow too, with families eventually being able to win more prizes including a trip to LA to help film the Cheetos commercial and visit family attractions.
FRITO-LAY | WALMART CHASING CHESTER
WALMART THANK YOU!
FRITO-LAY | WALMART