Who Wants to Try Ritz Crackers' Instagram Quarantine Karaoke?

We’re all trapped in COVID-19 lockdown … so it’s time for karaoke! But we’re limited to belting out off-key choruses with friends and family members we’re quarantining with, right?

Wrong!

On March 24, Instagram launched a “Co-Watching” feature that lets up to six users video chat and browse posts together. It’s rapidly become a driver for karaoke among folks social distancing in different locations.

Now, Mondelez’s Ritz Crackers and The Martin Agency put a branded spin on the phenomenon with #KaraokeChallenge, which features tracks like “Come on Eileen,” “Whoomp There It Is,” “Funkytown” and “There’s Nothing Holding Me Back.”

Users visiting @RITZcrackers on Instagram can like one of the brand’s karaoke video posts, DM to video chat with others, hit the media/photo icon in the upper right of the screen, then sing along.

For each share tagging the brand, Ritz will donate 10 meals to @FeedingAmerica (up to 500,000 meals).

Though the campaign fits into the current stay-at-home ethos, “it hasn’t replaced anything planned,” says Patty Gonzalez, senior director and marketing lead for Mondelez’s U.S. savory portfolio. “Rather, we’ve found the resources to activate incrementally, because we believe in playing a role and making a difference in the lives of our consumers.”

“We also wanted to give people a way to actively take part and have a little virtual fun while they’re at it,” says Martin Agency associate creative director Sara Kuhs. “Plus, we love a good karaoke sesh.”

Who doesn’t? “Won’t you take me to Funkytown? FUNK-Y-TOWN!” (It’s a good thing we #WFH, because our volume’s at 11 and the pitch ain’t perfect.)

Promotional efforts include units on IG featuring the line, “Help feed families with a song.”