Tootsie Pops, in partnership with Brand Networks, wanted to revisit the classic 1969 ad campaign, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?,” with an updated, modern twist that could scale across desktop, mobile and tablet devices. Modern, interactive devices allow for new ways to relay brand messages and provide interesting opportunities for viewers to engage with the ad experience. However, device fragmentation runs rampant, and meaningful interactivity is not easily achieved in a scalable manner across screens and devices.
Simply reformatting the original television ad into the current digital mediums was not inventive or effective enough. The goals of this campaign were to further engage viewers using the classic Tootsie Roll character Mr. Owl, increase engagement using device motion gestures (shake and swipe), incorporate a simple game for kids to play and appeal to parents with a nostalgic look at a Tootsie Roll campaign favorite and encourage sharing their enthusiasm with their children.
18% Engagement Rate; Beat Industry Benchmark by 2150% Time Spent: 51 Seconds; Beat Industry Benchmark by 1175%