Senior Art Director, New York
Senior Art Director, New York
If you’re a Cheeter (meaning you have a mischievous side) this message is for you.
As kids we learned rules the hard way. By breaking them. As adults we know better… except we can still be tempted to betray our better judgement and misbehave.
While we tell ourselves they won’t, the consequences of our actions have a pesky way of catching up to us.
But what if we had an excuse for the occasional mischief we make?
Cheetos will start a trail of sponsored Instagram ads and organic posts instigating misbehavior… This trail will lead to TikTok via #ChesterMadeMeDoIt where users discover the new Cheetos game show, Chester Made Me Do It.
Next, we place wild postings across the city to amp awareness.
Anyone can become a contestant on Chester’s new live game show by creating TikToks using the #ChesterMadeMeDoIt. Submissions can be any type of prank or mischief. Those deemed worthy by Chester will compete for a lifetime supply of Cheetos!
TikTok watches to find out who can out prank Chester.
Cheetos will select 5 winners from the TikTok contest to compete live in Chester’s increasingly mischevious game. To start off easy, Chester has contestants pull off a classic elevator prank.
Contestants lead a fake Cheetos focus group while fulfilling Chester’s embarrassing requests.
Chester crowns the winner, who receives a lifetime supply of Cheetos, with a dusting.
Own up to the mischief you’ve managed. Organic posts from @Cheetos TikTok and Instagram promote a new, dust covered attraction coming to a city near you…
Dust Booths Users will be prompted to confess to an animated Chester the trickery Cheetos made them do. Then they will get dusted and photographed as an official mischief maker.
Photos from the Dust Booths are displayed in real time on DOOH screens nearby.