Wonderful Pistachios Presents
Destroy Ernie's Evidence
Wonderful Pistachios launched a series of spots featuring a pistachio-loving, wayward elephant named Ernie. Now they wanted to get a little more bang for their buck. They asked what we could do to repurpose our existing assets plus one three-hour recording session with John Cena.
Inspired by a spot where Ernie wakes up post-pistachio party, we created a story in which the action of the evening was caught on video and the SD card was now missing. Ernie launched into a 16-week journey and invited fans to help him find the lost SD Card before it goes public. Every two weeks we released a new chapter full of hidden jokes and games for fans to play in order to advance the story and be entered to win prizes.
The game averaged 5 minutes of play per chapter. We saw more than 270K registered users. And we hit more than 55 million impressions. We also managed to get John Cena to sing a very out-of-tune version of "Take Me Out to the Ball Game."
