Kraft, Inc. rotates its marketing budgets on a yearly basis between its variety of different brands, but it never ignores its signature performer- America’s favorite cookie, Oreo. In 2009, Kraft carved out a substantial marketing budget to promote DoubleStuf cookies, and they hired the Manning brothers to help them do it. My job, as part of the Razorfish team assigned to the Kraft relationship, was to help devise a family-friendly campaign worthy of the Manning brothers’ star power.
So, we did. We engineered a country-wide cookie craze by creating an entirely new sports league—dubbed the DSRL—themed around Double Stuf cooking lick-racing. I led the team that built the DSRL stadium and positioned it to welcome excited users to Manning-themed promotions, lick-raced cookie games, and fun Avatars they could create to participate in the digital league.
Results
The DSRL (Double Stuf Racing League) debuted with TV spots aired during the 2008 Super Bowl—which, serendipitously, was the same game in which Eli Manning led an improbable comeback victory to win the game against an undefeated Patriots team. Peyton had just won the Super Bowl the year prior, with the Colts, and the Mannings’ star power was at an all-time high.
The DSRL campaign drove over 30 million unique website visits, creating an enormous and exciting surge of support for the new league. Oreo Double Stuf sales surged $500million in Q1 2008, and the DSRL campaign lived on for 5 years after, welcoming new sports superstars to the mix.
Team: Bob Angone, Tom Quish, Jordan Polonsky, Tim Sheridan, Dan McBride, Barclay Anderson
Deliverables & Contributions: Strategy/concepting, UX/UI lead, development oversight
