Klondike engaged consumers in the “What Would You Do for a Klondike Bar?” video contest to refresh consumer connection with the well-known Unilever Klondike brand. Consumers were asked to create and submit their own video showing what they would do for a Klondike Bar. To support and drive entries for the video contest, Klondike built an integrated viral strategy utilizing new social media tools.
Klondike leveraged the celebrity power and comedic talent of Andy Samberg and The Lonely Island crew to generate both traditional and non-traditional media buzz. The digital film group created four viral videos to inspire consumers to get in on the action and launch the viral campaign. It also generated an authentic approach to spreading the word about the contest. Instead of circulating an advertisement, the viral video was an outlet consumers wanted to view and pass along to their friends because it was both humorous and included a celebrity. Case Study