most engaging campaigns in the food industry
TRANSCRIPT
Most Engaging Campaigns in the Food industry
American ROM• Agency: McCann Erickson Bucharest• Country: Romania• Year: 2011• Run time: 1 week
American ROM (2011)The product: Traditional chocolate bar wrapped in the Romanian flag since 1964.
American ROM (2011)Problem:
• Recession young Romanians’ disaffection with the country feel they can only achieve something leaving
• Big Competitors Snickers, Mars, ecc
Aim: Engage with the consumers, challenging their national ego
HOW?• Change the packaging with the American flag
HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an
American businessman
HOW?• Change the packaging with the American flag• Launch a campaign in English featuring an
American businessman• Annoying billboards praising America over
Romania
Response
• Romanians assaulted the official website and Facebook page to complain.
• Flash mobs• TV Coverage• User generated
contents on YouTube
Reveal
• After 1 week they brought back the old Rom• Debate extended more on tv• Launched the Rom Anthem
Results
• € 300,000 free media impressions• 20,000 fans joined the cause in 4 days• +300% of fans in 6 days• “It’s a brand for me” statement: +124%• Most popular chocolate bar: +79%• Outperformed the market on most relevant
channels by 20%• American Rom sold out• 40% of Snickers’ media budget for the same period
The Hunt for Red (2010)
Agency: BBDO Proximity CanadaCountry: CanadaYear: 2010Run Time:4 weeks
The Hunt for Red (2010)
Heard about Google coming to townCreate a Treasure Hunt on Google Street View.4 red cardboard M&M’s got captured by the Google Car when visited Toronto.
Execution
Video to introduce the campaign
Execution
Website to play and find clues
Execution
QR clues on billboards in the real world
Results
7 million QR code
225,000 Twitter impressions
8.4 million PR Impressions
Average time on site: 19 minutes (x4 industry average)
Results
Average time on site: 19 minutes (x4 industry average)
TOTAL: 15 million media impressions in 4 weeks
Whopper Sacrifice (2009)
• Agency: Crispin Porter + Bogusky• Country: USA• Year: 2009• Run Time:10 days
Whopper Sacrifice (2009)
America loves the Whopper, but how much?
The App
Response
• 230’000 deleted friends in 10 days
Response
• 230’000 deleted friends in 10 days
• Facebook shuts it down citing privacy issues
Response
• 230’000 deleted friends in 10 days
• Facebook shuts it down citing privacy issues
• 35 million free media impressions