MC VITIES

Shoot The Cookies

SHORTLIST LOVIE AWARDS
Online Advertising : Branded Game or Application
SHORTLIST LOVIE AWARDS
Online Advertising : Branded Game or Application

Context

Internet cookies are bad! Like little virtual snitches, they collect, keep and use all your personal data without you to know it. Mc Vitie’s makes delicious British biscuits so it is natural for them to hate cookies. They want to crush them everywhere, whether it’s on the supermarket shelve or online, helping people to preserve their private life.

Idea

Mc Vitie’s presents, ShootTheCookies : a plug-in, which basically allows people to select and delete all cookies they want, in a single click. In order to encourage people to try this tool, we came up with a retargeting banner plan using the cookies’ approach to stalk the users, all the way during their Internet researches, and bring them to the website of the campaign, ShootTheCookies.com

Results

- More than 1 million cookies destroyed in the first 12 hours, and 16 Million in the following days. - Less than 15K of investment = more than 5 Million in earned media. - #ShootTheCookies made the headlines of more than a hundred blogs around the world
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