Wonderful Pistachios
Games, stories and social ideas that made the brand something people could play.
A selection of digital and branded-content extensions that pushed Wonderful Pistachios beyond advertising and into participatory entertainment.
The situation.
The Get Crackin’ brand world created a recognizable voice. The opportunity was to extend it into digital experiences with enough story, play and reward to earn active participation.
The idea.
Build each experience around an irresistible piece of play: a first-of-its-kind branded Angry Birds game, an eight-chapter mystery starring Ernie the elephant, and a stream of fast social content rooted in the same irreverent voice.
In The Hunt for the Golden Pistachio, fans searched six custom Angry Birds levels for instant prizes. In Destroy Ernie’s Evidence, they solved puzzles and followed clues across the environments from the television campaign.
Branded content
Promotion and social extension
The first branded Angry Birds game
Six custom game levels
Destroy Ernie’s Evidence
Eight chapters of clues and prizes
What changed.
The campaign platform became a connected entertainment system spanning games, episodic storytelling, prizes, packaging codes and shareable content rather than a collection of one-off executions.
The result.
People registered to help Ernie track down the missing pictures.
Media impressions generated by Destroy Ernie’s Evidence.
Interactive story chapters built around puzzles, prizes and clues.