Right before Christmas last semester, 4 of my Adcenter friends and I went out for beers at a local bar, and got to talking about brands that haven't put money into advertising in many years, and therefore are dying. We thought about how amazing it would be if we, as students, were able to get young kids excited about a dying brand. We also thought about how we could use very little money to do it.
We came up with MoonPie Madness. MoonPie hasn't advertised in many years, and they are seen as an old, nostalgic brand. Something that you have once every five years while thinking, "Wow, I haven't had one of these since I was a little kid." MoonPie also hasn't tried to get the new generation of young people excited about their product at all. Hence the term "dying brand."
We decided to create the largest MoonPie eating tournament in history. We obviously didn't have any money, so we got local sponsors to donate in exchange for their logo being on the tshirt. March Madness was coming up in a few months, so we decided to leverage the fact that VCU was having a great season and probably would make March Madness. Little did we know that they would beat Duke and be the highlight of the first round of the tournament.
MoonPie Madness is this Sunday, April 1st. We've been spending almost all of our free time on this for the past 2 months, but it's all worth it. We were at first worried that we wouldn't have enough competitors. Now we have so many that we've decided to have an exhibition round for the people who don't get to be in the brackets.
Check it out. Let me know what you think. I'll let you know how it goes after Sunday.
www.moonpiemadness.com.
I recommend you look at all of the multimedia links. But definitely check out "TV Spot #1." It's my commercial acting debut.
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