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WENDY'S PRETZEL BACON CHEESEBURGER LOVE SONGS

基本信息
行业: 食品
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Describe the brief from the client:
The objective of the campaign was pure and simple: Drive same-store sales growth for Wendy’s by launching the Pretzel Bacon Cheeseburger in July 2013. Growth could be achieved by getting incremental visits from existing customers and by stealing customers from other fast food restaurants.
Wendy’s target audience is adult fast food lovers so it targeted them in all of their communications. Wendy’s also saw an opportunity to use digital to further engage Millennial consumers with the brand and begin to make it “cool” again as well as continue to grow its social following and generate earned media coverage.

Promotion Development:
They said it. We sang it.
To launch Wendy’s new Pretzel Bacon Cheeseburger, we encouraged consumers to tweet and post their love for the cheeseburger by literally singing their comments back to them as original love songs. Each week, new comments were collected, new love songs were scored, and a new video was produced and released online. Our grand finale even starred multiplatinum singer Nick Lachey. The primary goal was to get consumers to purchase the cheeseburger, share their love of it to their friends, and then gain fans and followers that you could interact with in the future.

Results:
Wendy’s calls the Pretzel Bacon Cheeseburger the most successful product launch in its history. Wendy’s reported a whopping 3.2% increase in same-store sales while the cheeseburger was in market. What’s more, the campaign generated 2 billion PR impressions. Even investors took notice, upping Wendy’s stock by 31%.
Pretzel Love Songs (PLS) also helped engage consumers in the brand overall. PLS reached more than 85 million eyeballs, and Wendy’s saw 7.8 million social interactions with PLS Facebook posts alone. It’s no wonder Wendy’s Facebook fans increased by 315,000 during the 60-day campaign and Twitter followers increased by 153,000.

Relevancy to Product/Service:
When we scoured social chatter from the test markets, what we saw was clear: Virtual love letters about the cheeseburger on Twitter and Facebook.
Seeing these love letters inspired us to promote the PBC by collecting comments and singing them back to consumers as a series of music videos: Pretzel Bacon Cheeseburger Love Songs.
Taking an over-the-top, tongue-in-cheek approach to these love songs showed that Wendy’s takes its food very seriously, but not itself. We didn’t give away discounts, but instead gave away “virtual fame” by citing our biggest fans’ comments in our love songs.

Brief Explanation
Our challenge was to launch Wendy’s Pretzel Bacon Cheeseburger (PBC) nationally in July 2013 to drive same-store sales growth. Growth could be achieved by adding incremental visits from existing customers and by stealing customers from other fast food restaurants. Wendy’s also saw an opportunity to use digital to further engage millennial consumers by making the brand “cool” again, as well as continue to grow its social following and generate earned media coverage. But it all started with what we observed early on during the launch in test markets. When Wendy’s launched the Pretzel Bacon Cheeseburger in test markets, our social monitoring identified that people loved it to the point of enthusiastically expressing that love on Facebook and Twitter.This inspired us to turn these virtual love letters into love songs.In a series of original music videos that ran on Facebook, Twitter and YouTube, we took our customers’ love-fueled tweets and posts about the Pretzel Bacon Cheeseburger and turned them into love song lyrics that were professionally sung as over-the-top love songs, hashtags, misspellings and all. We called them Pretzel Bacon Cheeseburger Love Songs.At the end of each video, consumers were encouraged to try the new cheeseburger and tweet and post their love for it for a chance to get their comment sung. Each week, new comments were collected, new love songs were scored, and a new video was rushed to production and released online. Our grand finale even starred multiplatinum boy band star Nick Lachey. Taking an over-the-top tongue-in-cheek approach to these love songs showed that Wendy’s takes its food very seriously, but not itself. We didn’t give away discounts, but instead gave away “virtual fame” by citing our biggest fans’ comments in our love songs. What started with some social listening in test markets ended with what Wendy’s calls the most successful product launch in its history. The company reported a 3.2% increase in same-store sales while the cheeseburger was in market. What’s more, the campaign generated 2 billion PR impressions. Even investors took notice, upping Wendy’s stock by 31%. Pretzel Love Songs (PLS) also helped engage consumers in the brand overall. PLS reached more than 85 million eyeballs, and Wendy’s saw 7.8 million social interactions with PLS Facebook posts alone. It’s no wonder Wendy’s Facebook fans increased by 315,000 during the 60-day campaign and Twitter followers increased by 153,000.
Confidential Information
Question 5: We reached 93 percent of all Fast Food Lovers through the overall media plan, with digital media outperforming its goal of generating a 3 percent incremental audience. In fact, 8 percent of the audience was ONLY exposed to the promotion on Facebook, with another 23.2 percent seeing it both on TV and digital, according to Nielsen. Given the scale of the digital buy (less than 7 percent of the overall media budget), this was a tremendous success. Facebook confidentially shared with us that this was two to three times more efficient than comparable competitive QSR campaigns. Shhh …
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
制片:
导演:
其他职位:Managing Director/Client Service: Jennifer Mcdonald
Group Planning Director: Bret Smith
Executive Director/Channel Activation: Brian Yamada
Senior Insights Analyst: Emily Cray
Cmo: Craig Bahner
Vp Of Digital/Social: Brandon Rhoten
Partner/Managing Director/Global Practices/Atlanta/Dallas/Toronto: Hilary Mckean
Partner/Director Of New York: Mike Doyle
Vp/Group Client Director: Elizabeth Ryan
Music Composer: Patrick Meagher
Additional company: Ketchum, Starcom MediaVest Group, Liquid 9
奖项
戛纳国际创意节 2015
入围 创意实效
Creative Effectiveness
戛纳国际创意节 2014
银奖 推广活动
Use of Social Platform(s) in a Promotional Campaign
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