Hands-free

Hands-free

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Cheetos

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        Hands-free

        Hands-free technology is one of the fastest-growing industries in the world, with multibillion-dollar investments from companies such as Apple, Tesla, Amazon and Nike. It’s everywhere: from self-driving cars to voice assistants—and even hands-free shoes.

        And whether these companies know it or not, every single one of these hands-free innovations allows our fans to live their lives while their hands are covered in Cheetle (a.k.a. Cheetos dust). Which made us wonder: What if Cheetos was the inspiration behind all hands-free tech? And furthermore, what if we could take credit for it? 

        So that’s exactly what we did. Through an integrated campaign, we showed the world how Cheetos has been influencing technology throughout the years. And then Cheetos started showing up wherever and whenever people were thinking about hands-free tech.

        Every element of this finely orchestrated 360 campaign was in service of delivering a simple message to our audience: If it’s hands-free, it’s a Cheetos thing.

        We started with a full-page ad in the New York Times mischievously crediting Cheetos with being the inspiration for a list of now-ubiquitous hands-free devices. This was quickly followed up with a :60 film (TV/OLV) that showed the “true” story of how they were invented. 

        From there we went after the big tech companies with contextual OOH outside of their stores and pre-roll videos that preceded their online content. We even bought their keywords, so whenever people searched for their products, Cheetos showed up.

        Finally, we showed up at major tech conference SXSW and, in partnership with Amazon, created a fully immersive hands-free house. There was even an online virtual tour that doubled as an e-commerce experience that allowed fans to purchase hands-free products.

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