Cannes Lions
DAVID, Miami / BURGER KING / 2015
Overview
Entries
Credits
Description
Quick Service Restaurants (QSR) are a big part of everyday culture in the US, and consumers are constantly flooded with promotional messages. Breaking through this clutter can be difficult, so brands need to create innovative branded entertainment in order to promote specific products in a relevant and engaging way. The goal is to have consumers actively seek out this content.
Execution
Our goal was to tap back into the social conversations our target had about Chicken Fries in the past. They were extremely outspoken and passionate. By re-sparking this conversation, Chicken Fries became relevant again. Fans were intrigued by the fact that they may or may not come back, depending on what a chicken decides.
Over seven days, Random Gloria traveled to seven cities, exactly as planned. The cities included - NYC, NY - Bayonne, NJ - Colmar Manor, MD - Henderson, NC - Atlanta, GA - Orlando, FL - Miami, FL.
Outcome
Each stop along the Random Gloria tour saw larger crowds, with more media and social coverage than expected, including mentions on Conan, NBC, and FOX. After 1,200 miles, three yeses, three nos, 443,477,301 media impressions, on March 23rd, Gloria reassured Burger King’s decision to put Chicken Fries back on the menu nationwide for an indefinite amount of time.
TOTAL IMPRESSION –
BROADCAST: 10,449,856
ONLINE: 428,994,004
SOCIAL: 3,983,441
TOTAL: 443,477,301
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