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Taco Bell Nacho Fries x Demolition Man Experience

基本信息
行业: 餐饮业
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

In 1993, the cult-classic movie Demolition Man predicted a Utopian future where Taco Bell stood supreme, victorious through the Franchise Wars and the only restaurant remaining by the year 2032.

To celebrate the return of Nacho Fries and the 25th Anniversary of the hit movie, Taco Bell recreated the fine dining and futuristic restaurant from the film at the heart of sci-fi greatness, Comic-Con.

Background

French Fries reign king in the fast food landscape, however, for Taco Bell, fries weren’t offered until January 2018 when the brand launched its unique take on fries – Nacho Fries.

By bringing Nacho Fries to nationwide menus for a limited time, Taco Bell put a stake in the ground against competitors and delighted fans and media nationwide – to the tune of 1,793 broadcast hits and articles and over three billion media impressions.

Nacho Fries became the most successful product launch in the company’s history and a huge business driver. Within the first five weeks, 53 million orders of Nacho Fries were sold, averaging inclusion in 1 in 3 orders. Their return to Taco Bell menus in July 2018 and the re-launch needed to be equally as buzzy and attention-grabbing to drive sales and media frenzy.

Describe the creative idea (20% of vote)

In sci-fi pop culture history, everyone knows Taco Bell wins the Franchise Wars. Becoming the only restaurant to exist by 2032, as portrayed by the 1993 cult-classic movie Demolition Man starring names like Stallone, Bullock and Snipes.

One question has always remained that was never addressed by the film: HOW did Taco Bell win the Franchise Wars?

It’s that question, the 25th anniversary of the movie, and the return of Taco Bell’s best-selling product in company history, that gave us a way to finally give fans the answer: Nacho Fries.

Partnering with Warner Brothers, Taco Bell recreated the fine dining and futuristic Taco Bell restaurant from the movie at the most iconic place for sci-fi lovers, Comic Con.

The complimentary four-course experience brought to life what the future of Taco Bell could be like, including robot servers, live music, real props from the movie and of course, Nacho Fries.

Describe the strategy (20% of vote)

The strategy was to playfully riff on an iconic movie with an organic brand tie creating an immersive activation for both media and fans to drive excitement for the return of Nacho Fries.

Ahead of the launch, select media and influencers were given a teaser of the activation through a dynamic mailer (from the future) that included an invitation, video sizzle and props to fuel speculation and excitement for what was to come. Taco Bell also partnered with FandangoNOW to provide free streaming of Demolition Man for fans the month leading up to the activation.

Awareness through paid, earned and owned channels, including a national ad spot developed as a “prequal” to Demolition Man, featuring Josh Duhamel, followed the announcement. With it, came amazing social and news buzz, making the Taco Bell x Demolition Man Experience one of the most anticipated activations leading up to Comic-Con.

Describe the execution (30% of vote)

Two weeks prior to the activation, futuristic mailers were sent to media outlets and influencers to generate awareness and excitement of the upcoming experience.

During the dates of Comic-Con, July 19-21, 2018, Taco Bell took over an existing fine-dining restaurant in the heart of downtown San Diego, steps away from the Comic-Con Convention. The entire interior and exterior of the restaurant were transformed, leaving the original restaurant unrecognizable.

Every detail of Demolition Man’s Taco Bell was brought to life in this activation, with futuristic restaurant décor and logos, robotic waiters, themed cocktails, and movie memorabilia. The four-course meal featured Easter eggs from the movie, futuristic takes on Taco Bell classics and, of course, Nacho Fries.

Onsite exclusive Taco Bell x Demolition Man merchandise sold out in three days, totaling over $50,000. Even actor Wesley Snipes, star of Demolition Man made an appearance publicized in media outreach.

List the results (30% of vote)

Three days, 30 media attendees, 868 pieces of coverage, 10,000 fan attendees, $50,000 in merchandise sales, 2.1 billion earned media impressions and half a billion social media impressions. The event reached full capacity each day, with fans waiting up to 5 ½ hours.

Response from consumers and media were incredible, with over a dozen outlets claiming Taco Bell “won” Comic-Con activations, besting all other brands.

30 outlets including the Associated Press, the Los Angeles Times, CNET, Gizmodo, and Gamespot attended and shared rave reviews. With CNET touting “This year at Comic-Con, Taco Bell bested every other brand,” and Gizmodo proclaiming, “The Franchise Wars have come and gone, with one fast food chain emerging as the champion: Taco Bell.”

Fan and media response cemented Nacho Fries as a menu staple for Taco Bell and confirmed fries would continue to appear on national menus.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Launch / Re-launch
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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