The results of the 2015 Internet Advertising Competition are in! Threshold Interactive’s campaign for the launch of Butterfinger Peanut Butter Cups won Best Food Industry Online Campaign. Now in their 13th year, these annual awards are produced by the Web Marketing association to honor excellence in online advertising. The judging is based on creativity, innovation, impact, design, copywriting, use of the medium and memorability.
To celebrate Resource Water’s remodeled bottle, now made with 100% recycled plastic, Threshold designed a sweepstakes where consumers can win an eco-remodel of their own in the Natural Spring Water Sweepstakes.
One lucky winner will take home a $20,000 prize package that includes an eco-remodel with designer Erin Gates, while ten others will win $1,000 for an eco-friendly project of their choosing. The sweepstakes, runs until May 12th.
Threshold Interactive is proud to announce that we have just joined Zealot Networks, a digital-first media company that empowers entrepreneurs by delivering multi-platform revenue, distribution and development opportunities.
It was a different kind of awards show hosted by a different kind of peanut butter cup. On Oscar night, Threshold Interactive and Butterfinger turned the focus from the winners on the red carpet to the winners on the web, namely, the live-tweeters with the funniest Oscars commentary.
Teaming with social influencers and partnering directly with Twitter, we encouraged fans to tweet their best Oscars jokes and reactions using our #CupsAwards hashtag. By the end of the night, #CupsAwards created 27 million impressions and significantly raised positive brand perception to 88%. Butterfinger dominated the conversation among competitors, taking an 84% share of branded confections mentions.
We were also proud to give fans their share of accolades. Throughout the show, we awarded the best tweeters Butterfinger Cups and trophies, which we then mailed to them the next day. Hey, celebrities shouldn’t be the only ones who get to taste sweet victory.
Butterfinger may have not been an official sponsor of the NCAA's first-ever playoff, but that didn’t mean it couldn’t be a part of the conversation. To do it,
we one-upped the competition (and official NCAA sponsor) Reese’s ‘Perfect’ campaign, creating three videos that celebrated the ‘Perfecter’ Butterfinger Cups.
Then, the day of the championship game, we live-tweeted the broadcast and interacted with consumers, other brands, and popular twitter accounts like @NOTSportsCenter.
We got @Butterfinger over 1.8 million impressions, saw #butterfingers trend, and were recognized by AdWeek for our efforts. By the time the final whistle blew, Butterfinger’s
unofficial presence had been officially felt.
When a Twitter conversation between NFL wide receiver Stevie Johnson and a fan highlighted Stevie’s love of Hot Pockets, Threshold Interactive jumped in on the conversation. And shortly therafter, Hot Pockets was sponsoring Stevie’s #FantasyWorkLeague, where people tweeted Stevie funny quips about what they were doing to get him fantasy work points.
When Stevie’s fantasy workers were struggling, we’d send them Hot Pockets to get their production levels back up. And when Stevie’s workers were killing it, we’d reward them with the snack to add more muscle to their hustle. We also filmed Stevie surprising a fan’s entire office with a special delivery of Hot Pockets, a video that had hundreds of retweets and favorites, and more than four times the normal engagement rate.
Twitter’s advertising blog has recognized Butterfinger as one the brands doing Halloween right. The blog post,
which discusses ways brands can leverage the massive conversation around the holiday, pointed to a recent Butterfinger
tweet showing people how to make awesome Caramel Apples. The tweet, one example of our ongoing social media work for
the brand, was retweeted over 8,000 times and favorited over 16,000 times.
Threshold Interactive has released new mobile sites for all six of Nestlé Waters North America's regional spring
water brands – Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring, and Zephyrhills. We designed and built the sites
in-house, adapting the most important content from the desktop sites. Among other features, mobile visitors can now quickly
sign up for home delivery from their phone, without, you know, having to actually call anyone.
Threshold Interactive is proud to launch “The Nestlé Pure Life Promise,” a campaign featuring employees who stand
behind the brand’s quality promise. We filmed three Nestlé employees / Moms to talk about what quality means at home and
at work. The videos are housed on a microsite we built, NestlePureLifePromise.com, where visitors can also explore each of
the 12 steps Nestlé Pure Life takes to filter and purify its water. By putting a face to the process, we were able to show
that quality isn’t just lip service – it’s a part of the Nestlé Pure Life culture.
Recently we released resource Natural Spring Water's new mobile website. The site highlights the pillars of resource –
naturally-occurring electrolytes, the brand’s recycling efforts, and its clean taste – and allows consumers to easily order the
product with a couple of clicks. We did all the site’s design and development in house and we’re confident that when you check
it out, you'll feel the refreshment.
To support Hot Pockets newest TV spot, a 'Hot Party' parody of Foreigner’s Hot Blooded, Threshold Interactive's
created its own online version for digital and social support. The campaign features the protein-packed meats in Hot
Pockets, like Hickory Ham, 100% Angus Beef, and Signature Pepperoni – three smoking hot ingredients definitely worth
Threshold Interactive wants to welcome you to the Summer's most refreshing sweepstakes — the Nestea Plunge into Summer! We led the way by developing copy, design, and social media for the promotion. With over 300 prizes
including concert tickets and cameras, it's easy for contestants to enter. They can even get crafty about multiple sweepstakes entries when a photo is hashtagged #NesteaPlunge and uploaded to Twitter or Instagram.
Since the launch, hundreds have uploaded their #NesteaPlunge and over 35,000 people have entered.
If you thought March Madness was intense, you must have missed the Hot Pockets Sandwich Showdown. Partnering with four of the biggest stars on YouTube – Smosh, The Warp Zone, Brittani Taylor, and Taryn Southern – Hot Pockets, Defy Media and Threshold Interactive created a mouthwatering music video tournament. The campaign kicked off with a hot movie trailer that drove fans to online brackets we built, where users watched, voted, and left comments. By the end of the campaign, lots of people did, with over 7.5 million video views plus tens of thousands of comments and votes.
Threshold and Arrowhead Mountain Spring Water created a video that soaked up the beautiful 26.2 mile route of the LA Marathon, while simultaneously taking you inside the mind of a runner. Filmed with just a GoPro camera, we edited and launched the video within 24 hours on the Arrowhead Facebook page. In under a week the video received over 150,000 views, thousands of likes, shares and countless comments from the running community. It has since become the most popular social post in Arrowhead history.
Threshold Interactive is proud to present the first app to fight the over-hastagging epidemic. Available on your mobile device at hashsnagapp.com, Hash Snag auto-corrects obnoxious hashtags like #YOLO and #life, and deletes redundant hashtags, stopping users from dropping multiple hashtags like “#LOL #ROFL #LMAO #LMFAO #HAHAHA” into a single tweet. Hash Snag not only returns decency and civility to the Internet (well, kind of), it may just save you and your friends from online embarrassment.
To couple two of the hottest aspect of Lean Pockets sandwiches – that they’re packed with protein and feature a soft pretzel bread crust –Threshold turned to well, couples. We produced three :30 spots for a digital run, each featuring an unlikely couple with an unique attraction to the hot sandwiches. In addition to the videos, we designed and built a custom Facebook tab where consumers can earn a Lean Pockets coupon and pick their favorite pair.