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2021 GRAND

#ChickenWars

How many unpaid tweets earn $87 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.

Brand: Popeyes Louisiana Kitchen
Client: Restaurant Brands International
Agency: GSD&M
Language: English

2021 GOLD

Michelob ULTRA Courtside: Game-Changing Innovation Changes the Game

When COVID-19 sent the 2020 season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live sports forever. While other leagues scrambled to install cardboard fan cutouts, Michelob ULTRA Courtside, powered by Microsoft’s AI-driven Together Mode, digitally immersed fans in the NBA Bubble… from home. Michelob ULTRA’s sales grew 32%, due to on-bottle, scan-to-win ticket promotions and soaring cultural relevance. 81.5 million hours of NBA coverage across 124 games and 13 billion impressions expanded brand reach 31% and made Courtside the #1 sports industry topic.

Brand: Michelob ULTRA
Client: Anheuser-Busch InBev
Agency: FCB New York
Language: English

2021 BRONZE

Dogs on Zoom

To fulfill PEDIGREE®’s longstanding commitment to dog adoption during COVID-19, we created Dogs on Zoom. Dogs on Zoom is a virtual adoption platform and solution, connecting adoptable dogs to potential pet parents when they needed each other the most. Through Dogs on Zoom, PEDIGREE® sought to drive impact on dog adoption, PEDIGREE®’s association with dog adoption and brand fame. Pedigree successfully generated a 22% lift in adoption interest at featured shelters, increased association with adoption by 4x, generated 244 million PR impressions and received national news coverage.

Brand: Pedigree
Client: Mars Petcare
Agency: BBDO New York
Language: English