Hamburger helper twitter handler's doing the most

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 1 week ago '15        #41
datboiicold 181 heat pts181
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 DJHoove said:
Ill let you know gotta high school soph hop friday im spinnin...idc im sneakin this one in on em lol


Please do
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 1 week ago '05        #42
Chuck_Remixed 157 heat pts157
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 1 week ago '14        #43
Kyu 304 heat pts304
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 El Caballero said:
 Smokingfilla said:
This actually goes though
 Johnjohn55555 said:
Yo wtf

Low key not even that bad
That sh*t is a banger

Dude was spittin, flow was wavy and that beat was a slapper.

[pic - click to view]

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 1 week ago '14        #44
Kyu 304 heat pts304
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 Heyarnold69 said:
that glove is misappropriating black culture

[pic - click to view]

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 1 week ago '16        #45
Teknicks 1 heat pts
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 El Caballero said:
remember when they released an entire mixtape on like thanksgiving ?

some of those tracks actually kinda went in



On Friday Hamburger Helper dropped a five track mixtape, "Watch the Stove." By Monday morning the brand had garnered 432,660,000 social impressions and 4,086,000 plays on SoundCloud. The response was almost unanimous; Hamburger Helper's album was a hit.

But the General Mills brand wasn't expecting that kind of viral success and engagement from the stunt, according to Liana Miller, marketing communications planner and creative lead for Helper.

"This hit us by surprise, we did not expect this kind of reaction," said Miller. "We're a small and mighty team, we are six people who just have an interest in hip hop. We did not think this was going to blow up in the way that it would."

In the works since August, the brand's in-house agency, The BellShop, decided to create a mixtape after listening to its fans on Twitter, where it had become known for commenting on hip hop news. "On Twitter everyone had been egging us on saying, 'If you're going to comment on hip hop stuff why don't you guys come out with stuff,'" said Miller.

Getting approval for a project like this, the team "told people as much as they needed to know to get it signed off," said Miller. "Our chief creative officer was like, 'Trust the kids, let it happen.'"

Hamburger Helper has a divided audience of mothers and millennials, specifically young men who often make it in their college dorm rooms, according to Miller. Given that division, the brand's Twitter account caters to its millennial male target audience.

"We felt like this was a brand that was very culturally relevant, this was a brand people grew up with," said Miller. "Through our Twitter, we wanted to embody that fun vibe in the urban millennial, so we would definitely comment on hip hop news and it caught on because as you can probably tell there aren't a lot of brands commenting or playing in the space. We're one of the few."

As for the mixtape, Hamburger Helper decided that if it were to create its own hip hop content that it would have to be something that anyone who loves hip hop music would want to listen to. "It's just good content. At the end of the day, it's most important to create something worthwhile that makes you want to listen to it and not feel like you're being sold to," said Miller. "The millennials on our team were like, 'Let's make something we would listen to, not some marketing ploy.'"

To create the songs the Minneapolis-based brand contacted local up-and-coming rappers and social influencers including DEQUEXATRON X000, Bobby Raps, DJ Tiiiiiiiiiip, Retro Spectro, Daniel Davis, GenReal. The thinking was that the artists—who were paid for their music—should be representative of the brand's consumers.

"We told them write a song about Hamburger Helper and go with it," said Miller. "We didn't tell them they had to mention Hamburger Helper this many times. We literally told them, 'Write a rap song about Hamburger Helper and then show it to us.' We didn't have any second rounds where they had to go back and edit. The only time we had to edit even one of the tracks was to make one of the beats a little bit faster."

While the mixtape wasn't actually a joke, the brand thought that its consumers and fans would be prepared for something lighthearted and fun from Hamburger Helper on April Fools' Day.

"Even though it was on April Fools it wasn't meant to be an April Fools' joke, this is actually happening," said Miller. "We just figured our audience would be ready for laughs. It was Friday, vibes were good, people were happy and excited. It was really just a matter of when our audience was ready to hear this."

As for the overwhelmingly positive response to the mixtape, Miller sees this as proof that brands must strive to be "authentic and real with millennials."

"We see so many times with brands trying to say 'bae' or be funny and doing all of these things but honestly if you're just authentic and real with the consumer and speak to them in the language that they speak and don't try to put anything down their throats then [a response] like this will happen," said Miller

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Last edited by Teknicks; 01-11-2017 at 01:44 AM..
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 1 week ago '04        #46
Phemom 
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 TakeThisL said:
That aint even the best track.



HAMBURGER ON MY BRAIN.......

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 1 week ago '15        #47
Heyarnold69 13 heat pts13
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 Kyu said:

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member deez
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 1 week ago '16        #48
Teknicks 1 heat pts
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 Heyarnold69 said:
that glove is misappropriating black culture
Yes because Timberland boots symbolizes our struggle eternally and unifies our people..


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 1 week ago '16        #49
ImissMalcomX16 
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 postemupndunkit said:
Top ten track of last year. If thugger did this it would've went at least double platinum
Thugger can't go 1x platinum his damn self
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 1 week ago '15        #50
Heyarnold69 13 heat pts13
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 Teknicks said:
Yes because Timberland boots symbolizes our struggle eternally and unifies our people..



[pic - click to view]

 1 week ago '16        #51
Teknicks 1 heat pts
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 ImissMalcomX16 said:
Thugger can't go 1x platinum his damn self
He can't go gold lol..
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 1 week ago '15        #52
Mtyjoejnblkblnd 17 heat pts17
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lol these big companies are finally getting some actual humans behind their marketing.
 1 week ago '16        #53
TrillPeez 2 heat pts
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 K0ntrast said:
36 Oz for the 19.5 front door service yeen even gotta drive
Stacks on deck fu*k what a n*gga think lotta dead white boys equal money in the bank
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 1 week ago '04        #54
Mike T 87 heat pts87
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 Tha Carter V said:
 1 week ago '07        #55
young mad 1 heat pts
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 datboiicold said:
you could probably get away with playing this sh*t at a party

And it would Lowkey go off
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 1 week ago '04        #56
drochild 7 heat pts
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 TrillPeez said:
Stacks on deck fu*k what a n*gga think lotta dead white boys equal money in the bank
Cte is the click that I claim, know some real n#ggas that claim the same thing


 1 week ago '04        #57
krispie333 1 heat pts
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 1 week ago '16        #58
Adrian99OVR 
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I thought they were pulling a



From the thumbnail
 1 week ago '15        #59
CapoRIP 
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These food brands are getting gangster in 2017 social media wtf
 1 week ago '15        #60
CapoRIP 
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 TakeThisL said:
That aint even the best track.



This actually says alot about how we interpret whats good music these days as opposed to storytelling or uprising style hip hop in the 90s

Rap is now like pop music in the late 90s and pop music is now like rock lol
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