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舞会之王
案例简介：概要 在美国，五月是高中舞会的季节。一个可以鼓起勇气的青少年互相邀请参加大型舞蹈的时代。作为一个现代品牌，汉堡王的持续使命是巧妙地将自己插入及时和相关的活动中，以更好地与目标受众联系。它还可以吸引相同的受众，不断提醒品牌。考虑到这一点，有机会与舞会季节紧密相连，同时以一种完全出乎意料的方式与我们的主要竞争对手之一建立联系。 战略 策略很简单: 简短。直接点。令人惊讶，并及时获得汉堡王品牌的关注。以此作为我们的北极星，我们使用汉堡王外面的跑马灯标志与温迪的隔壁和广受欢迎的温迪的社交媒体账户进行交流。通过这种方式，我们能够吸引波士顿以外的青少年的本地目标受众的关注，而且还可以通过吸引社交媒体巨头的目光而在全国舞台上。坚持简短而直接的目标，我们使用一个单词的问题作为行动的号召。 结果 • 汉堡王收到了超过98,000个社交媒体提及，这导致品牌对话338% 增加。• 期望的回复率是Wendy's的肯定答案。收到了，因此，回复率100%! • 我们收到了3,006,277美元的广告价值。对于一个基本上不花任何钱的想法来说，这是一个非常高的数字，除了花大约20美元的胸花。• 行为的变化是立竿见影的。温迪 (Wendy's) 不再对汉堡王 (Burger King) 怀有敌意，突然在这两个品牌的Twitter历史上首次成为友好盟友。 执行 马萨诸塞州林恩选定的汉堡王外的字幕更新为 “@ WENDYS舞会？” 几天后，路人发现了这个标志，并开始引起人们对社交的关注。汉堡王随后决定将该标志的照片发布到自己的社交媒体帐户 (Twitter，Facebook) 上。此后不久，温迪 (Wendy's) 接受了我们在社交方面的建议，对话吸引了互联网的心。汉堡王几乎立即在社交网站上回应了它的跑马灯标志的图像，但这一次是一条信息，上面写着: “她说是的!” 国王手里拿着胸花。 运动描述 我们决定设身处地为美国每个青少年准备高中毕业舞会做准备。接下来，我们知道我们必须寻找完美的约会。一个聪明、有吸引力、基本上无法企及的人。你知道，隔壁的女孩。最后，我们知道那一定是温迪的。是的，温迪的。我们在汉堡包世界中的顶级对手之一，也是社交媒体上绝对野蛮的巨魔。然后，我们在波士顿郊外找到了一个汉堡王和温迪并排坐着的地方。这是一家餐厅 (青少年) 邀请另一家餐厅 (青少年) 参加今年最大的社交活动的理想场所，只不过是一个简单的路牌。
舞会之王
案例简介：Synopsis The month of May in the United States is the season for high school proms. A time when teenagers, who can muster up the courage, ask one another to the big dance. As a modern brand, Burger King’s ongoing mandate is to cleverly insert itself into timely and relevant events to better connect with its target audience. It also serves as an engaging and constant reminder of the brand to that same audience. With that in mind, the opportunity presented itself to tie into the prom season while connecting in a completely unexpected way to one of our main rivals. Strategy The strategy was simple: Be brief. Be direct. Be surprising and get lots of timely attention for the Burger King brand. Using that as our north star, we used the marquee sign outside of a Burger King to communicate with the Wendy’s next door and the wildly popular Wendy’s social media account. In this way, we were able to get the attention of the local target audience of teenagers outside Boston, but also on a national stage by attracting the eye of a social media giant. Sticking with the goal of being brief and direct, we used a one-word question as our call to action. Outcome • Burger King received over 98,000 social media mentions which led to a 338% increase in brand conversations. • The desired response rate was a positive answer from Wendy’s. It was received and so, the response rate was 100%! • We received $3,006,277 in earned advertising value. A very high number for an idea that essentially cost us nothing, except for the corsage that cost was about twenty bucks. • The change in behavior was immediate. Wendy’s was no longer hostile toward Burger King, suddenly turning into a friendly ally for the first time ever in the two brands’ Twitter history. Execution The marquee outside the selected Burger King in Lynn, MA was updated to read, “@WENDYS PROM?” Within a few days the sign was spotted by passersby and began to garner attention on social. Burger King then decided to post a photo of the sign to its own social media accounts (Twitter, Facebook). Soon thereafter, Wendy’s accepted our promposal on social, and the conversation captured the hearts of the internet. Burger King responded almost immediately on social with an image of its marquee sign yet again, but this time with a message that read, “SHE SAID YES!” with a corsage being held out in the King’s hand. CampaignDescription We decided to put ourselves in the shoes of every teenager in America getting ready for the high school prom. Next, we knew we had to look for the perfect date. Someone who was smart, attractive, and basically unattainable. You know, the girl next door. In the end, we knew it had to be Wendy’s. Yes, that Wendy’s. One of our top adversaries in the world of hamburgers and an absolutely savage troll on social media. We then found a location just outside Boston where a Burger King and Wendy’s sat side by side. It was the perfect place for one restaurant (teenager) to ask another restaurant (teenager) to the biggest social event of the year with nothing more than a simple street sign.
Prom King
案例简介：概要 在美国，五月是高中舞会的季节。一个可以鼓起勇气的青少年互相邀请参加大型舞蹈的时代。作为一个现代品牌，汉堡王的持续使命是巧妙地将自己插入及时和相关的活动中，以更好地与目标受众联系。它还可以吸引相同的受众，不断提醒品牌。考虑到这一点，有机会与舞会季节紧密相连，同时以一种完全出乎意料的方式与我们的主要竞争对手之一建立联系。 战略 策略很简单: 简短。直接点。令人惊讶，并及时获得汉堡王品牌的关注。以此作为我们的北极星，我们使用汉堡王外面的跑马灯标志与温迪的隔壁和广受欢迎的温迪的社交媒体账户进行交流。通过这种方式，我们能够吸引波士顿以外的青少年的本地目标受众的关注，而且还可以通过吸引社交媒体巨头的目光而在全国舞台上。坚持简短而直接的目标，我们使用一个单词的问题作为行动的号召。 结果 • 汉堡王收到了超过98,000个社交媒体提及，这导致品牌对话338% 增加。• 期望的回复率是Wendy's的肯定答案。收到了，因此，回复率100%! • 我们收到了3,006,277美元的广告价值。对于一个基本上不花任何钱的想法来说，这是一个非常高的数字，除了花大约20美元的胸花。• 行为的变化是立竿见影的。温迪 (Wendy's) 不再对汉堡王 (Burger King) 怀有敌意，突然在这两个品牌的Twitter历史上首次成为友好盟友。 执行 马萨诸塞州林恩选定的汉堡王外的字幕更新为 “@ WENDYS舞会？” 几天后，路人发现了这个标志，并开始引起人们对社交的关注。汉堡王随后决定将该标志的照片发布到自己的社交媒体帐户 (Twitter，Facebook) 上。此后不久，温迪 (Wendy's) 接受了我们在社交方面的建议，对话吸引了互联网的心。汉堡王几乎立即在社交网站上回应了它的跑马灯标志的图像，但这一次是一条信息，上面写着: “她说是的!” 国王手里拿着胸花。 运动描述 我们决定设身处地为美国每个青少年准备高中毕业舞会做准备。接下来，我们知道我们必须寻找完美的约会。一个聪明、有吸引力、基本上无法企及的人。你知道，隔壁的女孩。最后，我们知道那一定是温迪的。是的，温迪的。我们在汉堡包世界中的顶级对手之一，也是社交媒体上绝对野蛮的巨魔。然后，我们在波士顿郊外找到了一个汉堡王和温迪并排坐着的地方。这是一家餐厅 (青少年) 邀请另一家餐厅 (青少年) 参加今年最大的社交活动的理想场所，只不过是一个简单的路牌。
Prom King
案例简介：Synopsis The month of May in the United States is the season for high school proms. A time when teenagers, who can muster up the courage, ask one another to the big dance. As a modern brand, Burger King’s ongoing mandate is to cleverly insert itself into timely and relevant events to better connect with its target audience. It also serves as an engaging and constant reminder of the brand to that same audience. With that in mind, the opportunity presented itself to tie into the prom season while connecting in a completely unexpected way to one of our main rivals. Strategy The strategy was simple: Be brief. Be direct. Be surprising and get lots of timely attention for the Burger King brand. Using that as our north star, we used the marquee sign outside of a Burger King to communicate with the Wendy’s next door and the wildly popular Wendy’s social media account. In this way, we were able to get the attention of the local target audience of teenagers outside Boston, but also on a national stage by attracting the eye of a social media giant. Sticking with the goal of being brief and direct, we used a one-word question as our call to action. Outcome • Burger King received over 98,000 social media mentions which led to a 338% increase in brand conversations. • The desired response rate was a positive answer from Wendy’s. It was received and so, the response rate was 100%! • We received $3,006,277 in earned advertising value. A very high number for an idea that essentially cost us nothing, except for the corsage that cost was about twenty bucks. • The change in behavior was immediate. Wendy’s was no longer hostile toward Burger King, suddenly turning into a friendly ally for the first time ever in the two brands’ Twitter history. Execution The marquee outside the selected Burger King in Lynn, MA was updated to read, “@WENDYS PROM?” Within a few days the sign was spotted by passersby and began to garner attention on social. Burger King then decided to post a photo of the sign to its own social media accounts (Twitter, Facebook). Soon thereafter, Wendy’s accepted our promposal on social, and the conversation captured the hearts of the internet. Burger King responded almost immediately on social with an image of its marquee sign yet again, but this time with a message that read, “SHE SAID YES!” with a corsage being held out in the King’s hand. CampaignDescription We decided to put ourselves in the shoes of every teenager in America getting ready for the high school prom. Next, we knew we had to look for the perfect date. Someone who was smart, attractive, and basically unattainable. You know, the girl next door. In the end, we knew it had to be Wendy’s. Yes, that Wendy’s. One of our top adversaries in the world of hamburgers and an absolutely savage troll on social media. We then found a location just outside Boston where a Burger King and Wendy’s sat side by side. It was the perfect place for one restaurant (teenager) to ask another restaurant (teenager) to the biggest social event of the year with nothing more than a simple street sign.
舞会之王
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Prom King
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