Introduction to Pillsbury’s Sixtieth Anniversary Celebration
Pillsbury is celebrating a significant milestone – the Sixtieth anniversary of its beloved Doughboy mascot. To mark this occasion, the corporate has launched an interactive experience powered by augmented reality (AR). This modern campaign allows consumers to explore the Doughboy’s home and buy exclusive items.
The Interactive Experience
The AR experience may be accessed by scanning packages of Pillsbury products or visiting a mobile website. Upon entering the virtual home, users can explore various rooms and discover items available for purchase, including slippers, a glass set, and a vintage Pillsbury cookie jar from 1988. The items available for purchase are heavily themed around the vacation season, making it a fun and festive experience for users.
The Modern Doughhouse Revival
The Modern Doughhouse Revival, the Doughboy’s virtual home, has been listed on the real-estate site Zillow with an asking price of 1 million biscuits. This humorous listing provides additional details in regards to the property, including its location at "1 Pillsbury Lane" in Minneapolis, Minnesota, and its features, corresponding to a state-of-the-art kitchen and a "doughcave" home theater within the basement.
Behind the Campaign
The idea for the Modern Doughhouse Revival was pitched by Pyper Bleu, a contestant on the NBC reality competition series "On Brand with Jimmy Fallon." The show challenges non-industry professionals to provide you with modern ideas for brands, that are then dropped at life. The campaign was created in partnership with Goodby Silverstein & Partners, Zillow, and Current Studios.
User Engagement
The campaign encourages user engagement through social media, allowing users to snap a selfie with the Doughboy and share their experiences online. The AR experience also includes hidden recipes and historical fun facts in regards to the Doughboy, making it an entertaining and academic experience for users.
Conclusion
Pillsbury’s Sixtieth-anniversary celebration is a singular mix of nostalgia and modern technology. The interactive AR experience and humorous Zillow listing have created a fun and fascinating campaign that is certain to please fans of the brand. By leveraging social media and user-generated content, Pillsbury is in a position to connect with its audience in a creative and modern way, making this campaign a memorable one.
