Frito Lay chip brand Cheetos partnered with the USA Curling team to encourage Americans to #DoTheCurl.
The campaign, which both pushes the release of a new, limited-edition Cheetos Winter White Cheddar Curls and aims to raise awareness about the winter sport ahead of the PyeongChang 2018 Games.
The objective behind the #DoTheCurl campaign is ostensibly to popularise a co-branded dance called ‘The Curl’ : which is part inspired by other sports ssccoring celebrations such as the recently re-leaglised NFL touchdown dances.
The campaign, developed with the agency The Marketing Arm, was initially teased socially on 5 January.
T.M.H.T.C. #DoTheCurl pic.twitter.com/gljMCwLu5d
— Chester Cheetah (@ChesterCheetah) January 5, 2018
It stars Cheetos brand mascot Chester Cheetah, plus musician/actor/YouTuber Todrick Hall, pro footballers Vernon Davis and LaDainian Tomlinson, all of whom help a (deliberately dorky) team of US curlers improve their moves.
The full Cheetos ‘Teach Me How to Curl’ music video, backed by a beat and lyrics that closely resemble the 2011 Cali Swag District hit single ‘Teach Me How to Dougie’, debuted on the brand’s YouTube channel on 9 January.
The central music video is supported across the Cheetos and parent company Frito Lay’s social and digital platforms.
Pro football + Cheetos + curling = this music video. #DoTheCurl and post it for USA Curling! pic.twitter.com/WoJIQ6NEzZ
— Chester Cheetah (@ChesterCheetah) January 10, 2018
Pro football + Cheetos + curling = this music video. #DoTheCurl and post it for USA Curling! @todrick , @usacurl , @VernonDavis85 , @LT_21 pic.twitter.com/wp0kioULcq
— Chester Cheetah (@ChesterCheetah) January 9, 2018
As well as by US Curling itself,
We are ready to hit play! #DoTheCurl https://t.co/ZWciORasRr @ChesterCheetah @VernonDavis85 @todrick @LT_21 @chrisplys @heccabamilton @MattJamilton @kdropkin @CoryChristense4 @jamiesinclair21 Story, https://t.co/LL2hCSb8TS pic.twitter.com/8akAdaaZqc
— USA Curling (@usacurl) January 9, 2018
and Todrick Hall.
Teach Me How To Curl https://t.co/XFnn2r8qyl via @YouTube
— Todrick Hall (@todrick) January 9, 2018
The campaign assets all encourage fans/viewers/consumers to show off their own curl moves by socially posting them with the #DoTheCurl hashtag in celebration of the USA Curling team.
Comment:
Fresh, funky, surprising and inventive (and catchy too) – what’s not to love?
This original approach doesn’t just bring two unlikely bedfellows (chips and curling) together, but also adds in a famous brand mascot, an emerging YouTube star, professional footballers, musicians and Olympic athletes to a marvellous mix that engages as a whole as well as through niche silos.
We feel it is one of the stand out Winter Olympic sponsor activation ahead of PyeongChang 2018.
The effort aims to educate consumers about the sport of curling — “one of the country’s most underappreciated sports,” per the release — and encourages them to share their own videos of the curl dance or other curling moves using the hashtag #DoTheCurl.
Links:
Cheetos
https://www.facebook.com/Cheetos/
https://twitter.com/ChesterCheetah
https://www.youtube.com/user/CheetosChannel
https://plus.google.com/u/0/105835379891809513543
Frito Lay
https://www.facebook.com/FritoLay
https://www.instagram.com/fritolay/
https://www.pinterest.co.uk/fritolay/
The Marketing Arm
http://www.themarketingarm.com/
USA Curling Team
https://www.teamusa.org/USA-Curling
https://www.instagram.com/usacurl/
United States Olympic Committee
https://www.facebook.com/TeamUSA
https://www.instagram.com/teamusa/
https://plus.google.com/+TeamUSA
