posted by lrobert
Troy, Michigan couldn’t afford to sustain its library, so it scheduled a vote for a tax increase. A strong anti-tax group waged a dominating campaign against it. Posing as a political group, Leo Burnett posted signs around town that said, “Vote to close Troy library Aug 2, book burning party Aug 5.” They then invited everyone to our Facebook page, adding Twitter, Foursquare, want ads, flyers and more to drive engagement.
Cheetos took the insight of people finding puffs that look like things. They encouraged people to share what they had found for a chance to win a prize. The website is closed now but below are some images of how Cheetos went about the process.