What's more mischievous than toilet-papering someone's house on Halloween? Toilet-papering the entire planet. So that's precisely what Project TP set out to do. With the help of Google Maps, we created a website that allowed users to find any location and then call in Chester Cheetah to cover it in digital toilet paper. It's a simple idea that spread among friends, families and enemies and helped build awareness for the new snack-size glow-in-the-dark Cheetos bag designed just for Halloween.

Launch the campaign
Published
August 2013
Topics

The Story

What's more mischievous than toilet-papering someone's house on Halloween? Toilet-papering the entire planet. So that's precisely what Project TP set out to do. With the help of Google Maps, we created a website that allowed users to find any location and then call in Chester Cheetah to cover it in digital toilet paper. It's a simple idea that spread among friends, families and enemies and helped build awareness for the new snack-size glow-in-the-dark Cheetos bag designed just for Halloween.

We integrated Google Maps Street View imagery to make a story that flowed seamlessly into the experience. Weekly missions on Facebook and Twitter offered prize packages as incentives to engage. All this helped us on our mission to put the ha-ha back in Halloween.

The Technology

The Results

We tapped into a truth about Halloween and mischievousness to create an experience that people wanted to use and share. It reminded older people of their nostalgia for toilet-papering houses. Users digitally TPed multiple locations and spent an average of nine minutes on the site. 15% of users on desktop shared the website. One fan reported, “I’ll be sitting at my computer and trying this app at home for the entire remainder of my day.”

9

Average number of minutes spent per player on desktop

15%

Percentage of users on desktop that shared the website

Launch Date Oct. 1, 2013