TL;DR

Icy Hot needed an activation to support the launch of its new creative campaign, The Comeback Cavalry, in a cost-effective way that could generate outsized cultural & full-funnel impact.

The result: A talk-worthy, PR-driven moment that generated earned media across traditional & social channels while driving record-breaking CRM sign-ups.

THE PROBLEM

Due to shrinking media budgets & an increasingly competitive landscape, Icy Hot couldn't spend its way into a cultural moment with The Comeback Cavalry.

The core of the media plan was a combination of TV, OLV & social buys for the :15 version of the hero video.

We needed to think beyond the media plan & give people a reason to care about, talk about & engage with the campaign.

THE STRATEGY

“SHAQ, DOESN’T REQUIRE AN INTRODUCTION”

Make the product itself the personality.

Shaq had been Icy Hot's brand ambassador for more than 20 years, making him the brand's most recognizable asset.

Rather than simply putting Shaq in another piece of content, we would turn him into a physical manifestation of The Comeback Cavalry: something fans could actually have in their homes to cheer them through their own recovery.

THE CONNECTION

What if Shaq could personally cheer you through your comeback?

We transformed a limited run of Icy Hot bottles into talking Shaq bobbleheads, turning the brand's biggest personality into a tiny recovery coach ready to provide moral support when your body needs it most.

Then we turned Shaq's personal network into the media. We sent limited-edition Shaq Packs to 40 of his celebrity friends, giving them something unexpected to react to & creating authentic social conversation around the campaign.

And because a comeback is better when everyone gets a shot, consumers could win the remaining Shaq Packs through a CRM-driven sweepstakes.

The idea came to life through a segment on The Rich Eisen Show, social & YouTube content, PR kits to Shaq's celebrity friends & organic posts from personalities including Bert Kreischer.

The bottle itself might not have been big. Its impact was.

THE IMPACT

• Broke internal records for sweepstakes-driven CRM sign-ups

• Earned a segment on The Rich Eisen Show

• Generated multiple organic social posts from personalities including Bert Kreischer

The activation delivered against its core CRM objective & created earned moments beyond the paid media plan.