Home  › Marketing › Strategies
cheetos-project-tp

Cheetos Project TP Encourages Virtual Halloween Mischief

  |  October 23, 2013   |  Comments

Cheetos latest digital campaign lets users virtually toilet paper the site of their choice.

In an effort to put the "ha-ha" back in to Halloween, Cheetos is urging the young and old to indulge their mischievous side by toilet papering sites of their choice - if only virtually.

The Project TP digital campaign was launched on October 1, in part to promote Cheetos new limited edition glow-in-the-dark Halloween-themed snack bags. The online game experience lets users pick out any location searchable on Google Maps and, using Street View mapping technology, cover it with toilet paper. Once they do so, they can also share the result on social media for others to see. 

"Halloween has gone soft and it's time to take it back," intones Chester Cheetah, the snack food's devilish mascot, on the Project TP website, as he cruises around in his black helicopter scoping out sites to vandalize. The project was launched in conjunction with Google. 

"Cheetos has always been about mischief, and what better holiday to spread mischief than the inherently most mischievous holiday of all....Halloween," says Ram Krishnan, vice president of marketing for Frito-Lay, in an email statement to ClickZ.

cheetos-project-tp-2

Whimsical prizes are one lure to user participation. A series of time-sensitive missions such as one to cover the town of Earth, Texas, or another to take back the paper to its source by covering a paper factory, rewards users with prizes including a framed image of the TP'd target signed by Chester, a roll of toilet paper complete with instructions, a project TP flag and, of course, a free bag of glow-in-the dark Cheetos.

This isn't the first mischievous campaign encouraged by the Frito Lay division. A somewhat controversial campaign in 2008 urged the company's target demographic of largely young males to carry out and film "Random Acts of Cheetos" such as throwing the snacks around a co-worker's cubicle. As pointed out at the time by a source in the industry, it is rather ironic to have the brand, a subsidiary of a multibillion dollar conglomerate PepsiCo, basically encouraging people to "stick it to the man." 

At the time this article was published, some 295,412 feet of real estate had been covered by the virtual toilet paper, according to the Project TP website.

Cheetos has 1.2 million likes on Facebook. Cheetos' Krishnan declined to give specific numbers on the user reaction to the campaign.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Mary Lisbeth  D'Amico

Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...