Kraft @ SXSW

Kraft Foods didn't come to the South by Southwest interactive festival with a plan to distribute umbrellas. But when the weather report indicated three days of heavy rain, our client moved quickly on a creative branding play. IRL worked with the Kraft team on an aggressive plan to design, print, ship, and distribute branded umbrellas in 16 hours. We were able to source and customize umbrellas in Los Angeles and have them sent overnight to Austin. As the truck drove up, our street team went into action and hit downtown to hand out free umbrellas to soggy but grateful SXSW attendees, who then wanted IRL to take their photo holding their umbrellas. We asked attendees to upload those photos to Twitter with the hashtag #keepyournoodledry.

Brand Immersions & Activations
Austin, Texas

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Brand Immersions & Activations

  • Kraft Mac & Cheese

  • Scribd

  • Oculus

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  • Marie Claire

  • Kraft Foods

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