Fiber One Snack Drama Theatre

When Twitter Diet Drama Became YouTube #SnackDrama

When diet drama met theatrical drama, the Snack Drama Players were born. This real-time social campaign transformed everyday Twitter angst about dieting into over-the-top improv comedy—turning user tweets into full-blown dramatic reenactments that brought the emotional chaos of snack choices to absurd, hilarious life.

We responded to tweets in real-time over a month, producing 8-12 videos per week with a method-acting troupe who took their roles very seriously. The campaign launched with celebrity participation from Khloe Kardashian (whose tweet became "Fry Harder Next Time"), Tia Mowry ("A Cheesecake Between Us"), and other reality stars, then opened to consumer submissions, inviting anyone to share their #SnackDrama for potential dramatization.

The Impact: As a digital extension of Fiber One's "Zero Drama" TV campaign, we successfully amplified the brand messaging across social channels while making dieters laugh at their own snacking melodrama. The campaign generated approximately 40 dramatic interpretations, leveraging celebrity reach and creating genuine entertainment from user-generated content. ClickZ featured it as an innovative example of brands turning consumer conversations into entertainment.

Role: Concept, Creative Direction, Art Direction, Copywriting, Design