When Giant Eagle entered the multi-billion dollar CPG cookie game by launching their own line of packaged cookies, we were asked to create something that would earn media attention and generate social buzz.

We’d attempt to set a world record for dunking cookies. Why not? We knew it was the perfect, on-brand vehicle to launch Giant Eagle’s line of cookies, while generating major social media activity and press attention.

We created and produced a public event to attempt to break the World Record previously set with 1,796 people. The event was held in a high foot-traffic area in Market Square in Downtown Pittsburgh. A unique social media hashtag was used, and an integrated marketing campaign was launched.

At the end, 2,152 Pittsburghers set a new world record. The event was the #1 trending topic on social media in the market that day, was the leading news story, and sales and coupon redemption rates exceeded expectations within the first week.

Earned media value exceeded $200K+. The activity generated with over 1M traditional media impressions, 1.M+ social media impressions and over 50K visits to the event.