The Entenmann’s social audience is a dedicated community that consistently engages with content, particularly gamified content. We wanted to reward and encourage their enthusiastic brand loyalty by developing an innovative opportunity to interact with the brand via Facebook Live.
By drawing inspiration from the success of previous “on-the-wall” games and giveaways, and knowing that utilizing innovative new capabilities is a priority for the brand, we took our content to the next level by live streaming a spinning jar of donut holes on Facebook for three hours. By creating a sense of urgency and offering a low barrier of entry, fans commented like crazy, guessing (via comments) the number of Pop’ems® in the spinning jar. Viewers were able to pick up or drop off the video at any time, and many tuned back in at the end to witness the suspense of donut holes being counted in real time.
Higher Reach Compared to 2017 Average Video Performance
More Engagements Than 2017 Average Video Performance
More Comments Than 2017 Average Video Performance