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55% of people are unfamiliar with hard pretzel brand names, so we started a dumb conversation about Rold Gold by simply asking: what the hell is a pretzel?

Social Video

First, social content was put out to drive people to a micro-site that initiated the conversation.

Micro-Site

A self-governing site let visitors give their definitions, plus a chance to argue over the definitions with humans or artificial intelligence.

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New Bags

The best were made into "new" products to get people naturally asking questions...

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Banners

...that were further promoted for immediate purchase.

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Billboards

Billboards were placed strategically before exists with stores offering Rold Gold.

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Social

Finally, social helped keep the conversation going.

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#WhatISAPretzel

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#WhatISAPretzel

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#WhatISAPretzel

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#WhatISAPretzel

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Co-Creator:

Mitch Howard

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