We had to give Hungryman frozen dinners a persona, and not just any persona, but one that was fresh, funny, relevant, and relatable. Just like Hungryman did not settle for a mere half pound of food in its box, we did not settle for just one persona. Three heroic brand heroes were created to launch Hungryman into the social media stratosphere. Unfortunately, we could not find any heroes in the present time, so we went Bill and Ted and built a time machine out of a grocer’s freezer. We returned with Hungry Genghis, Hungry Davy and Hungry Da Vinci, the hungriest dudes of all time.
Each of these characters tapped into specific consumer passions. Genghis, being a conqueror, naturally was instantly addicted to video games, Davy, being an avid outdoorsman, could not get enough professional sports, and Da Vinci, being the huge tech nerd that he is, loved gadgets. Through the use of trans-media story telling, the heroes hit Facebook, YouTube, Twitter, Foursquare, blogs and every other social media platform on the planet. This project was backed by a team of professional comics and improv actors trained to write and perform for the social media space. The heroes starred in over 20 hours of original video content that we produced, published several hundred images of themselves doing wacky stuff, and engaged their fans with daily updates, comments, questions and responses.
We documented the pitfalls and triumphs of their quest across this great nation to become Hungryman tasting champions. Our custom Foursquare tool allowed the Heroes to share their check-ins on FB and Twitter. Genghis challenged members of his horde to epic battles on Xbox LIVE, Davy bragged about his rugged frontier days and gave misguided opinions on modern day sporting events, and Da Vinci shelled out tons of tech advice to the thousands of geeks who worshiped his ancient cranium. He even developed a mobile app that translated and categorized hunger pains called the Growlator.
The Hungry Heroes campaign ran for three months online and the results were just as crazy as our fully functional frozen freezer time machine. The guys amassed thousands and thousands of followers online. Their fans spent hours building real connections and relationships with these characters.