Two social channels. Two huge brands. One crazy weekend.

Panera had a new menu item to promote. Pepsi had a valuable relationship to bolster. We all had a shit year to redeem. So we tapped into that wonky 2020 zoom culture phenomenon of dressing for the screen by teaming up Andrew "King Bach" Bachelor with Panera and Pepsi to offer consumers a virtual pizza party during the most un-partied year in recent history.

It actually started off as an idea I had over Thanksgiving that involved using cast members from from a certain office-themed sitcom to promote the tasty pairing. But, last minute (like, literal days before launching), we turned it into a virtual pizza party hosted by everyone’s best bud, King Bach. We wrote some scripts and filmed the man in action over the course of three days then delivered this fun sweeps-meets-social activation to fans across Twitter and Instagram instantly.

In exchange for posting their own virtual party selfie between Dec. 11-20 to Instagram or Twitter (“fancy up top, pajamas on the bottom”), 1,000 lucky winners received a $50 Panera e-gift card to order Flatbread Pizza and Pepsi. 

I’ve got lots of stats on this one for you, my friends: 330.7MM+ potential impressions / 291MM potential media impressions / 129MM total earned impressions / 28MM+ potential organic social impressions / 23 total stories generated / 5.1MM video views / 2.2MM engagements / 8.2K hashtag uses / 7.5K eligible sweeps entries 

press: Thrillist, Marketing Dive, Foodsided, PRNewswire

creative director/writer: chris newkirk svp cd: carl sorvino writer: james best