Kraft Macaroni & Cheese RDMA-zing Sweepstakes for Disney
Kraft Macaroni & Cheese partnered with Disney to sponsor the 2016 Radio Disney Music Awards (RDMA), a premier family-focused music event. As the creative lead, I conceptualized the “RDMA-zing Sweepstakes,” offering one Grand Prize winner and three guests a trip to Los Angeles to attend the RDMA event, enjoy the Fan Zone, and access the official after-party.
This collaboration was strategically designed to reach a broad audience of kids and moms, leveraging sponsorships across television, digital, mobile and social platforms. The sweepstakes was promoted extensively on Disney Channel, Disney XD, Radio Disney and their associated digital channels, generating excitement and engagement around the RDMA event. Additionally, Kraft Macaroni & Cheese Shapes sponsored the category “You Know You Love Them — Best Music Group,” further enhancing brand visibility during this high-profile event.
Creative Leadership
Development of prizing concepts and pitch materials
Vetting ideas for Disney’s brand and legal approvals
Project management and collaboration between Disney enterprise sales, creative execution teams, brand legal/standards and Kraft’s agency
This project resulted in several key outcomes:
Increased Brand Visibility and Engagement: The “RDMA-zing Sweepstakes” significantly boosted Kraft Macaroni & Cheese’s visibility among families, reaching a large audience through various Disney platforms. The campaign effectively engaged both kids and parents, creating a positive association between the brand and the excitement of the RDMA event.
Successful Execution of a High-Profile Promotion: The sweepstakes successfully drew participants, with a high number of entries leading to increased brand interaction and awareness. This engagement demonstrated the effectiveness of aligning with a major entertainment event to enhance consumer interest in Kraft products.
Strengthened Brand Partnerships: The collaboration with Disney solidified Kraft’s relationship with a leading family-focused brand, paving the way for future partnership renewals.