KitKat Crossy Road

YouTube stars Miniminter and Tbjzl front the three-minute online film, in which they take turns trying to complete the live-action version of the app game while the other does his best to hamper his friend’s progress. We got not only a lot of fun by doing it, but a few million of views as well. This piece of content made it into the YouTube Ads Leaderboard: Year-End 2016 in the 3rd place, competing against a lot of really good and super crafted TV ads. Not bad at all, isn't it?

BRIEF

To raise KitKats profile in the online gaming community & drive brand consideration in an authentic way.

IDEA

Turn the traffic-dodging mobile game Crossy Road into a three-minute video featuring two high profile YouTubers from the Sideman group: Miniminter (Simon Minter, 4 million subscribers) and TBJZL (Tobi Brown, 2 million subscribers). Using an elaborate life-sized set to recreate the game, the film depicted the two stars dressed as characters from the game hopping out of the way of traffic as they competed against each other – all while being cheered on by real fans! The video was hosted on Miniminter’s YouTube channel, with edits running as TrueView ads.

RESULT

YouTubes third best performing ad in 2016 with 8.7 million views for the long version, 1.6 million views for the short version. YouTube comments revealed great audience engagement, while the activity produced a 44% lift in ad recall and 9% lift in brand consideration.

ROLE

Producer responsible for budget creation & sign off, project SOW, talent contracts, talent riders, location management, costume design, props, crew and catering.

COMPANY

J. Walter Thompson.