Mondelez’s Ritz Crackers and The Martin Agency put a branded spin on Instagram’s new Co-Watching feature with #KaraokeChallenge, which showcases tracks like “Come on Eileen,” “Whoomp There It Is,” “Funkytown” and “There’s Nothing Holding Me Back.”
Wanna sing with your crew? Just visit @RITZcrackers on Instagram and like your fave karaoke video post. Then, DM to video chat with your friends and family. Next, hit the media/photo icon in the upper right of the screen, then belt it out.
The real showstopper about the effort is how Ritz will donate 10 meals to @FeedingAmerica (up to 500,000 meals) for every post tagging the brand.
“A focus for us today and for the future is having Ritz live its purpose and play a relevant and meaningful role in our consumers and shoppers lives,” says Patty Gonzalez, senior director and marketing lead of US savory portfolio at Mondelez. “One way we are doing this, is having our brands play a role in helping support leading charitable organizations that are making a difference at this time.”
The campaign was developed in one week.