Cinnabon Cupcakes

Challenge:

Our challenge was to tempt people to make the trip to the mall to celebrate the 25th anniversary of Cinnabon and the launch of its newest delicious offering – cupcakes.

Strategy:

Surround consumers in the social media networks and traditional media with irresistible enticements about the new delicious Cinnabon cupcakes.

Tactics:

• Gave influential mommy and foodie bloggers the “first taste” at the home of Jerilyn Brusseau, the creator of the original Cinnabon and the new cupcake recipes
• Strategically timed information and product drops to TV and radio stations with a regional media blitz and city-to-city roll out
• Culminated the launch with the nationwide Tax Day Bites program, offering free cupcake bites on April 15th to help easy the stress of the day

Results:

• Media across the nation raved about the cupcakes in 330 print and online stories including USA Today, AP, Philadelphia Inquirer, Los Angeles Times, US News and World Report, and The Wall Street Journal
• Cinnabon cupcakes were served up on more than 470 TV segments, including The Today Show with Kathy Lee and Hooda who ate cupcakes live on-air, Gayle King Radio, CBS News, CNN and more
• Broke new ground for Cinnabon launching social media networks by growing and engaging 1500 loyal Twitter followers culminating in more than 1.4 million followers getting our news about Tax Day Bites and 294,000 Facebook fans raving and posting pictures about the cupcakes
• The frosting on the cupcake was the lines that formed at the bakeries with more than a quarter of a million cupcakes sold in three months!