Monday, June 29, 2009

Popchips: New Product, New Media Campaign

Hey, snack lovers --

Look for this new "junkless junk food" product on the shelves: Popchips. They're a fat-cutter's dream: potato chips that are "popped" rather than deep-fried. I'm fascinated. How the heck do they pop potato chips? But even more fascinating is Popchips' creative, multi-faceted media campaign. It employs social media alongside traditional and outside-the-box media to make a big bang -- or in this case, a big, healthy pop.
The campaign includes extensive outdoor advertising; a Web site along with presences on Facebook, Twitter and YouTube; an e-mail newsletter; ads on the video screens in taxi cabs; a sampling program with its own “mobile snack tour,” with a goal of giving away 500,000 bags of Popchips; public relations by Formula PR in New York; and an outreach to trend-setters that seeks to generate positive buzz.
Hey, I want to know when that "mobile snack tour" will be roaming the KC area. And I'm on pins and needles waiting for them to call me, a well-known trend-setter, to promote Popchips to my extensive circle of ultra-trendy friends.

[Read the article here.]

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