John Mayer Social Response
If you follow John Mayer, you know that he sometimes goes on rants or has entertaining high thoughts.
John Mayer posted several Instagram Stories, playfully discussing the Special K tagline. Given that John Mayer was clearly a Special K consumer (and he was talking about us to his massive fan base) - we knew it was something we had to jump on. We came up with a brilliant response: curating a custom box for John Mayer with details about "powering many more debates and essential nutrients to keep the discussion going strong." The box was sent over to John's team - and we kept our fingers crossed that he would see it.
Below is his original story commenting on our packaging and how it didn’t make sense.
Creating a Reactive + Conversational Response
My ACD and I knew we had to act fast so this reactive gesture would still be relevant. Quickly working with the account team and the client, we updated the packaging files to be personalized for John Mayer and within hours got approvals so that we could overnight him this product.
We quickly changed the packaging file to be personalized for John
And he finally did.
Not only did John Mayer see it (while he was sitting down for breakfast), but he proceeded to post numerous Instagram Stories about it to his millions of followers talking about how surprised and impressed he was with the entire effort. His remarks included: “Astounded at the effort involved”, “Finest play I have ever seen” and “social media product placement well earned”. This is a response beyond what we could have ever hoped for.
Some screenshots from his story
His response even continued MORE
He then proceeded to continue to share our quick response over his Instagram live and his Instagram tv channel.
Client Partnership: Kellogg’s Special K + Leo Burnett
ACD: Jill Fix