One of the hardest things to do in the digital age of marketing is to make something “go viral.”
It isn’t impossible, however, as one prominent cookie brand hopes to prove. It might take a little bit of elf magic, though.
has the story of agency partners Leo Burnett and City Eventions’ “Tiny Doors Project,” where Kellogg’s Keebler brand is commissioning artists to build tiny doors on trees all over the country.
The idea plays off of the notion that the brand’s notable elves make their delicious snacks and treats inside of a hollowed-out tree. Each tiny door isn’t branded, per se
, but it does have the hashtag #TinyDoors emblazoned on the inside.
A promo video explains the magical feeling the viral-marketing campaign is going for:
And there’s a Tumblr page, which has a map of all the tiny doors
that have been put up so far. The campaign’s at 40 doors in 12 cities and counting.
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The campaign was based on a little door on a tree in San Francisco’s Golden Gate Park, which was put there by a man named Tony Powell and his son, Rio. Powell told the San Francisco Chronicle
his son doesn’t eat cookies or watch TV, but he gave Leo Burnett the OK to move ahead with the campaign.