DoubleTree x Partake Cookie Launch
ft. Cookie Monster
DoubleTree by Hilton
DoubleTree has been known for welcoming guests with a chocolate chip cookie for decades. But check-in hasn’t always been sweet for guests with allergies. So they decided to make their delicious staple available to more guests with an allergy-friendly cookie option made in partnership with Partake. To get the word out, we teamed up with the biggest name in the cookie game: Cookie Monster.
The launch earned DoubleTree over 1.2 billion total impressions and doubled average brand mentions. (The youths may say that we ate and left no crumbs.)
Awards:
Atlanta ADDY — Branded Content & Entertainment for Online/Interactive — Silver
Atlanta ADDY — Voiceover Talent — Silver
Reggie Awards — Influencer Marketing — Bronze
Reggie Awards — Digital, Social, or Mobile Marketing — Bronze
Webby Awards — Best Partnership or Collaboration — Webby Honoree
Case Study
Teaser Content
Using voicemail teasers, a not-so-secret hotline, and social media takeovers, we hinted at the sweet treat coming to DoubleTrees nationwide.
(For real, for real, getting to direct THE Cookie Monster was a pretty cool career moment.)
Launch Content
Launch Party
We showed cookie-lovers that Cookie Monster didn’t want to just talk about cookies, he wanted to share them too. So on August 4th, we wished the world a happy National Chocolate Chip Cookie Day by throwing a cookie celebration at DoubleTree’s Times Square location. Party-goers enjoyed allergy-friendly cookies, snapped pictures at a custom photo booth, and even met Cookie Monster himself.
Agency: Fitzco
Head of Creative: Ryan Boblett
ACD AD: Cat Sheehan
CW/AD Team: Jacob Saunders (CW) / Lashe Boudreaux (AD)
Producer: Matt Joyner