Gamma Communications, Inc.

New York, New York

We are world-class navigators and connectors that provide our clients with programs that optimize their promotion budgets and increase consumer appeal through shared equity. By studying our clients’ brand profile and understanding their objectives, we are able to curate highly visible programs tailored to meet your goals. We create memorable campaigns that deliver on value, performance, quality metrics, and give consumers an incentive to purchase.

Viral Marketing Campaign

Client: Cheetos Mac 'N Cheese and Coral Castillo (talent managed by Gamma Communications, Inc.)

Category: Strategic Communications | Marketing/Promotion Campaign | 109c. Viral Marketing Campaign

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About Project

CHEETOS Mac ‘N Cheese wanted a way to reach their ravenous fanbase to celebrate the third year anniversary and the success of the CHEETOS Mac ‘N Cheese business in a buzzworthy way. Given that Chester Cheetah always wears high-tops, Gamma Communications, Inc. conceptualized the idea of creating “MAC-Tops” and “Fanny MACs” utilizing the emerging trend of MACramé design in high fashion to create a full capsule collection totaling six items — MAC-Tops in three colors, and Fanny MACs in three colors — to be shared with influencers, press, and the CHEETOS Mac ‘N Cheese loyal fanbase.

Gamma enlisted the services of Coral Castillo, a haute couture macramé designer from Mexico City, and former finalist on Project Runway and Season 5 winner of Stiched. Coral drew inspiration from the CHEETOS Mac ‘N Cheese flavors Bold & Cheesy (orange), Cheesy Jalapeño (green), and FLAMIN’ HOT (red), and seamlessly blended elements from the CHEETOS brand such as custom orange outsoles with spiral noodle shapes, smooth cheetah print lining, and a corkscrew noodle zipper, along with her high-fashion handmade macramé finishes.

The program which went live August 9, 2023, included a shoot day to capture key assets for the social and digital advertising components of the campaign, media day interviews conducted with multiple reputable media outlets, influencer seedings with 10+ high profile lifestyle influencers reviewing parts of the collection, and a microsite to enter the limited-edition capsule collection giveaway, which received hundreds of thousands of entries.

The finished giveaway items were packaged in sleek orange boxes with a CHEETOS Mac ‘N Cheese bold cheesy drip decal along the outside. The MAC-Tops and Fanny MACs were packaged with a box of CHEETOS Mac ‘N Cheese in the corresponding flavor of which color item the recipient was gifted. For those who received MAC-Tops, the box included shoe horns shaped like forks with laces tied around them, a CHEETOS Mac ‘N Cheese x Coral Castillo branded bag for the MAC-Tops, and a CHEETOS Mac ‘N Cheese branded cleaning cloth in a bag meant to emulate a Mac ‘N Cheese packet. For those who received Fanny MACs, the box included a CHEETOS Mac ’N Cheese card wallet, and a CHEETOS Mac ‘N Cheese x Coral Castillo branded drawstring bag. The campaign giveaway randomly selected 30 lucky winners to receive a pair of MAC-Tops, as well as 15 lucky winners to receive Fanny MACs.

Over the course of one month, the program garnered 20B+ impressions, with more than 1.65B impressions on day one alone. The program gained so much traction that the CHEETOS team featured the viral collection in the CHEETOS 75th Anniversary celebrations, where the capsule collection was showcased on the NYFW runway. Coral Castillo unveiled her latest personal collection, Metaphor, at the same NYFW.