The Unilever brand's Klondike Celebrity Challenge plays on its 30-year-old slogan.
What would you do to promote a Klondike bar?
In a nod to the tagline that has been in use since 1982, the brand has launched the Klondike Celebrity Challenge, a Facebook initiative that asks fans to conceptualize three dares for select stars from the 1980s and '90s.
Starting June 17, Klondike and host actor/comedian Joel McHale will introduce a new celebrity on Facebook and Twitter every four weeks via online videos. The first star in the campaign is Alfonso Ribeiro, the actor who played Carlton Banks on the TV show "The Fresh Prince of Bel-Air." The second celebrity will be announced July 15 and the final celebrity will follow on August 12.
"We have assembled quite a cast of characters. Unfortunately, we can't reveal who the other two celebrity guests taking over the hot seat are until later this summer, so you'll have to stay tuned," says Brian Critz, senior brand manager at Klondike parent Unilever.
However, based on McHale's description in a video about the initiative, the future celebrities will hail from music and sports:
All eligible entries will be reviewed by McHale and Klondike. Critz says the brand is looking for entertainment value and originality. Fans can also vote on their favorites.
Winners will be announced at the end of each phase. What's more, the fans with the winning suggestions will participate in the same challenge as the celebrity, "making them viral video sensations," Klondike says.
In order to participate, consumers must like Klondike on Facebook and submit a challenge via the Celebrity Challenge tab. They can also follow @Klondikebar and post a challenge using the hashtag #KCC. Klondike says all valid entries from Twitter will be showcased on its Facebook page.
Critz did not disclose how many fans and followers the brand has gained since the campaign's inception.
Klondike says its Facebook page will feature videos starring McHale and the celebrity guests. As of Monday, Klondike has 357,000 fans.
In addition, Klondike says to follow @Klondikebar and @joelmchale for updates. Klondike has 20,000 followers; McHale has 3.2 million.
"We created the Klondike Celebrity Challenge to give fans an opportunity to have as much fun with the iconic 'What Would You Do for a Klondike Bar?' slogan as we've had with it for the past 30 years," Critz says. "We know our fans are funny and creative, so we wanted to give them a chance to demonstrate their wit by coming up with challenges for a trio of memorable stars."
Prior to McHale, Klondike has worked with comedians like Andy Samberg, Adam Carolla, Michael Ian Black, and Rob Delaney, Critz notes.
"Put simply, we have been working hard to make people laugh with funny commercials and marketing campaigns for over 30 years," Critz says. "That said, it's only appropriate that they continue to do so with the Klondike Celebrity Challenge."
Winners will receive a VIP trip to Los Angeles to meet McHale, Ribeiro, and the other celebrities involved in the campaign. They will also receive "a supply of Klondike bars," the brand says.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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