Duncan Hines "Bake On"
Fully Integrated 360º Campaign
In an effort to close the loop from the couch, to the smartphone, to the supermarket, to the kitchen, and ultimately ending in deliciously baked treats, we created a fully integrated campaign simply titled "Bake On."
Through TV spots, print ads, and web banners featuring QR codes made entirely of edible Duncan Hines products, our user could scan the code and be taken to our online mobile tool. The tool offered everything from recipes and ingredients, to fully-customizable shopping checklists. The more they used it, the more content (and coupons) it unlocked.
All of our work also urged our user to visit our Facebook page, where we had thoroughly brought the campaign full-circle. See below for examples.
"Decadent Cakes"
TV :30
TV :30
"Amazing Glazes"
Cupcake QR Code
Using nearly 1,000 fully-baked and frosted Duncan Hines cupcakes, our team physically assembled a functional QR code that could be scanned in order to be taken to the mobile experience. So why not shoot the whole process and show the behind the scenes footage?
Click above for larger image
Brownies
Amazing Glazes
Decadent Cakes