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Sour Patch Selfie
Awards
Nexus Silver - Media and/or Channel Utilisation
Entrant
Young & Shand
Nominee
Mondelez NZ
Entrant Credits
Jon Coles, Anita Young, Joe Stuart, Skyler Bongers, Andrew Dover, Ting Teng, Ryan Overeem, Daniel Everts, Izac Hancock, Ian Howard, Dan Phillips, Dan Maas, Hollie-Blue Allum, Hannah Musuku, Alex Gambitsis
Nominee Credits
Jacquie Bennett, Sunita Bhana
Entry Rationale
Sour Patch Kids was a new candy targeted at teenagers, and its launch was to be supported through digital OOH.

Rather than just run a few ads, intel on teenagers revealed that that was about as likely to succeed with them as a Backstreet Boys revival tour. Clearly, something way more fun was needed; something no-one had ever done before.

Using their mobiles, teenagers were asked to take a selfie eating Sour Patch Kids lollies. Post that shot to their private Instagram feed with the hashtag #sourpatchselfie and this was then broadcast live across Auckland metro digital OOH sites.

For the first time OOH ad placements were turned into a personalised, user-generated DM broadcast channel. It was fresh, loads of fun and best of all, helped Sour Patch Kids rocket to the number one candy spot (ahead of even Skittles and M&M’s) in the first two weeks of launch.