2014 TACO BELL BREAKFAST LAUNCH (RONALD MCDONALD LAUNCH)|短视频|广告营销案例【ADGuider广告指南】

2014 塔可钟早餐发布会 (麦当劳推出)

案例简介：描述活动/条目: 2014 年，塔可钟准备推出他们的新早餐菜单。挑战是巩固 Taco Bell -- 传统上是一个以深夜闻名的品牌 -- 在一个极其拥挤和竞争激烈的类别中作为主要早餐玩家。策略是通过与领头羊麦当劳进行两匹马的早餐比赛来将我们踢进这个类别。发动一场战争。我们需要已经作为 QSR 吃早餐的消费者的关注，这样他们就会重新考虑他们的决定，尝试塔可钟。解决办法是用麦当劳自己的吉祥物来对付他们。所以我们召集了 23 个真正的人，名叫罗纳德 · 麦克唐纳，让他们尝试塔可钟的新早餐。你猜怎么着？他们很喜欢。在发布后的几个小时内，它就成为了推特、脸谱网和谷歌 + 的热门话题。仅在 YouTube 上就有超过 200万的发射点视图。在前 48 小时内超过 three BILLION 个媒体印象。塔可钟拥有特许经营商的每周销售记录。描述客户的简报: 推出塔可钟早餐，让一个以深夜闻名的品牌成为人们晨练的一部分。让消费者谈论塔可钟早餐，这样他们在考虑早餐目的地时就最重要了。结果: 超过 2,000 家不同的新闻媒体 (大多数媒体称它为 “早餐战争”) 发起了这次发射。几个小时后，它就成了推特、脸谱网和谷歌 + 的热门话题。仅在 YouTube 上就有超过 200万的发射点视图。在前 48 小时内超过 three BILLION 个媒体印象。塔可钟拥有特许经营商的每周销售记录。最重要的是，早餐现在是消费者心目中的两匹马。早餐战争已经开始了。执行: 罗纳德 · 麦克唐纳的位置是更大的塔可钟公关 “滚雷” 战略的高潮，该战略旨在为塔可钟早餐稳定地制造嗡嗡声。我们取笑了大约 30 家关键媒体，包括《今日美国》和美联社，我们将制作大的早餐新闻 -- 但是我们密切关注细节，这样麦当劳就不会被风吹草动。这建立了预期，并帮助确保了不仅是这些网点，还有数百人的覆盖面。情况: 公关的机会从一开始就出现了。利用真正的人，他们的名字已经成为早餐 QSR 领导者的同义词，并让他们支持塔可钟早餐的推出。罗纳德 · 麦克唐纳是年轻人和老年人的一个可以立即辨认的名字，正是这个名字会直接让我们在早餐时参与对话和思考。战略: 我们需要一些大胆的东西来远离麦当劳的谈话，并为早餐提供免费的宣传，罗纳德 · 布思就是这样做的。我们想将塔可钟定位为与麦当劳在 QSR 早餐类别中的 “两匹马赛跑”，将塔可钟直接插入启动时与领导者麦当劳的早餐对话中。这将很快取代汉堡王、温迪和其他消费者心目中的塔可钟。我们实际上没有使用这个短语，但是我们给了记者他们需要的细节，这样他们就可以为我们写这个故事。

2014 塔可钟早餐发布会 (麦当劳推出)

案例简介：Describe the campaign/entry: In 2014 Taco Bell was ready to launch their new breakfast menu. The challenge was to solidify Taco Bell — who had traditionally been a brand known for late night — as a major breakfast player in an extremely crowded and competitive category. The strategy was to catapult us into the category by making breakfast a two horse race with leader McDonalds. By starting a war. We needed the attention of consumers already eating breakfast as QSR so they would re-consider their decision and try Taco Bell. The solution was to use McDonald's own mascot against them. So we gathered 23 real people named Ronald McDonald and had them try Taco Bell's new breakfast. And guess what? They loved it. Within hours of launch it was the top trending topic on twitter, Facebook and Google+. Over two million views of the launch spot alone on YouTube. And over three BILLION media impressions in the first 48 hours. Taco Bell had an all-time sales week record for franchisees. Describe the brief from the client: Launch Taco Bell breakfast and make a brand known for late-night become a part of people’s morning routine. Get consumers talking about Taco Bell breakfast so that it's top of mind as they consider their breakfast destination. Results: The launch was picked up by over 2,000 different news outlets (most of them dubbing it "the breakfast wars”). Within hours it was the top trending topic on twitter, Facebook and Google+. Over two million views of the launch spot alone on YouTube. And over three BILLION media impressions in the first 48 hours. Taco Bell had an all-time sales week record for franchisees. And most importantly breakfast is now a two-horse race in the mind of consumers. The breakfast wars have begun. Execution: The Ronald McDonald spots were the culmination of a larger Taco Bell PR "rolling thunder" strategy to steadily build buzz for Taco Bell breakfast. We teased about 30 key outlets, including USA Today and Associated Press, that we would be making big breakfast news—but we closely guarded the details so McDonald's wouldn't catch wind. This built anticipation and helped ensure coverage by not only those outlets, but hundreds more. The Situation: The opportunity for PR presented itself from the outset of the idea. Utilizing real people whose name had become synonymous with the breakfast QSR leader, and getting them to support the launch of Taco Bell breakfast. Ronald McDonald is an instantly recognizable name for people young and old, and it was exactly the execution that would directly insert us into conversation and consideration around breakfast. The Strategy: We needed something audacious to pull conversation away from McDonald's and generate free publicity for breakfast, and the Ronald spots did just that. We wanted to position Taco Bell to be in a "two-horse race" with McDonald's in the QSR breakfast category by inserting Taco Bell into the breakfast conversation directly with the leader McDonald's at launch. This would quickly supplant Taco Bell ahead of Burger King, Wendy's and others in the minds of consumers. We didn't actually use the phrase, but we gave journalists the details they needed so that they wrote that story for us.