WENDY'S PRETZEL BACON CHEESEBURGER LOVE SONGS|短视频|广告营销案例【ADGuider广告指南】

温迪椒盐卷饼培根芝士汉堡情歌

案例简介：描述客户的简报: 这项活动的目标很简单: 通过在 2013年7月推出椒盐卷饼培根芝士汉堡来推动温迪的同店销售增长。增长可以通过从现有客户获得增量访问和从其他快餐店窃取客户来实现。温迪的目标受众是成人快餐爱好者，所以在他们所有的交流中都以他们为目标。温迪也看到了一个机会，利用数字技术进一步吸引千禧一代的消费者，并开始让它再次 “酷” 起来，并继续增长其社会追随者，并产生赢得的媒体报道。促进发展: 他们说了。我们唱了。为了推出温迪的新椒盐卷饼培根芝士汉堡，我们鼓励消费者在推特上发布他们对芝士汉堡的爱，把他们的评论作为原创情歌唱回来。每周都会收集新的评论，录制新的情歌，制作新的视频并在网上发布。我们的大结局甚至由多白金歌手尼克 · 拉奇主演。主要目标是让消费者购买奶酪汉堡，向他们的朋友分享他们对它的热爱，然后获得你将来可以互动的粉丝和追随者。结果: 温迪称椒盐卷饼培根芝士汉堡是其历史上最成功的产品发布。Wendy's 报告称，在奶酪汉堡上市时，同店的销售额增长了 3.2%。此外，该活动产生了 20亿的公关印象。甚至投资者也注意到了，温迪的股票上涨了 31%。椒盐卷饼情歌 (PLS) 也帮助消费者参与品牌整体。PLS 吸引了 8500万多个眼球，温迪只看到了 780万个与 PLS Facebook 帖子的社交互动。难怪温迪的 Facebook 粉丝在 60 天的活动中增加了 315,000，推特粉丝增加了 153,000。与产品/服务的相关性: 当我们从测试市场上搜索社交聊天时，我们看到的很清楚: 推特和 Facebook 上关于奶酪汉堡的虚拟情书。看到这些情书激励我们通过收集评论并以一系列音乐视频形式向消费者演唱来宣传 PBC: 椒盐卷饼奶酪汉堡情歌。对这些情歌采取过分的、开玩笑的态度表明温迪非常重视它的食物，但不重视它自己。我们没有给出折扣，而是通过在我们的情歌中引用我们最大的粉丝的评论来给出 “虚拟名声”。简要解释我们的挑战是在 2013年7月在全国范围内推出温迪椒盐卷饼培根芝士汉堡，以推动同店销售增长。增长可以通过增加现有客户的增量访问和从其他快餐店窃取客户来实现。Wendy's 也看到了一个机会，可以利用数字技术，通过让品牌再次 “酷”，进一步吸引千禧一代的消费者，并继续扩大其社交追随者，并获得媒体报道。但这一切都是从我们在测试市场发布时观察到的情况开始的。当温迪在测试市场上推出椒盐卷饼培根芝士汉堡时，我们的社交监控发现人们喜欢它，以至于在 Facebook 和 Twitter 上热情地表达了这种爱。这激励我们把这些虚拟的情书变成情歌。在 Facebook 、 Twitter 和 YouTube 上播放的一系列原创音乐视频中,我们把我们顾客的爱情推波助澜的推文和关于椒盐卷饼培根芝士汉堡的帖子变成了情歌歌词，这些歌词被专业地演唱为顶级情歌，标签, 拼写错误和所有。我们称之为椒盐卷饼培根芝士汉堡情歌。在每个视频的结尾，消费者被鼓励尝试新的奶酪汉堡和推特，并发布他们对它的热爱，以便有机会发表他们的评论。每周都会收集新的评论，录制新的情歌，并匆忙制作新的视频并在网上发布。我们的大结局甚至主演多白金男孩乐队明星尼克 · 拉奇。对这些情歌采取过分开玩笑的态度表明，温迪非常重视它的食物，但不重视它自己。我们没有给出折扣，而是通过在我们的情歌中引用我们最大的粉丝的评论来给出 “虚拟名声”。从测试市场的一些社交倾听开始，温迪称之为历史上最成功的产品发布。该公司报告称，在奶酪汉堡上市时，同店销售额增长了 3.2%。此外，该活动产生了 20亿的公关印象。甚至投资者也注意到了，温迪的股票上涨了 31%。椒盐卷饼情歌 (PLS) 也帮助消费者参与品牌整体。PLS 吸引了 8500万多个眼球，温迪只看到了 780万个与 PLS Facebook 帖子的社交互动。难怪温迪的 Facebook 粉丝在为期 60 天的训练营中增加了 315,000Aign 和 Twitter 的追随者增加了 153,000。机密信息问题 5: 我们通过整体媒体计划接触了 93% 的快餐爱好者，数字媒体的表现超过了它创造 3% 增量受众的目标。事实上，尼尔森称，8% 的观众只在 Facebook 上看到了促销活动，另有 23.2% 的观众在电视和数字上看到了促销活动。鉴于数字购买的规模 (不到整个媒体预算的 7%)，这是一个巨大的成功。Facebook 秘密地告诉我们，这比竞争激烈的 QSR 活动效率高两到三倍。嘘…

温迪椒盐卷饼培根芝士汉堡情歌

案例简介：Describe the brief from the client: The objective of the campaign was pure and simple: Drive same-store sales growth for Wendy’s by launching the Pretzel Bacon Cheeseburger in July 2013. Growth could be achieved by getting incremental visits from existing customers and by stealing customers from other fast food restaurants. Wendy’s target audience is adult fast food lovers so it targeted them in all of their communications. Wendy’s also saw an opportunity to use digital to further engage Millennial consumers with the brand and begin to make it “cool” again as well as continue to grow its social following and generate earned media coverage. Promotion Development: They said it. We sang it. To launch Wendy’s new Pretzel Bacon Cheeseburger, we encouraged consumers to tweet and post their love for the cheeseburger by literally singing their comments back to them as original love songs. Each week, new comments were collected, new love songs were scored, and a new video was produced and released online. Our grand finale even starred multiplatinum singer Nick Lachey. The primary goal was to get consumers to purchase the cheeseburger, share their love of it to their friends, and then gain fans and followers that you could interact with in the future. Results: Wendy’s calls the Pretzel Bacon Cheeseburger the most successful product launch in its history. Wendy’s reported a whopping 3.2% increase in same-store sales while the cheeseburger was in market. What’s more, the campaign generated 2 billion PR impressions. Even investors took notice, upping Wendy’s stock by 31%. Pretzel Love Songs (PLS) also helped engage consumers in the brand overall. PLS reached more than 85 million eyeballs, and Wendy’s saw 7.8 million social interactions with PLS Facebook posts alone. It’s no wonder Wendy’s Facebook fans increased by 315,000 during the 60-day campaign and Twitter followers increased by 153,000. Relevancy to Product/Service: When we scoured social chatter from the test markets, what we saw was clear: Virtual love letters about the cheeseburger on Twitter and Facebook. Seeing these love letters inspired us to promote the PBC by collecting comments and singing them back to consumers as a series of music videos: Pretzel Bacon Cheeseburger Love Songs. Taking an over-the-top, tongue-in-cheek approach to these love songs showed that Wendy’s takes its food very seriously, but not itself. We didn’t give away discounts, but instead gave away “virtual fame” by citing our biggest fans’ comments in our love songs. Brief Explanation Our challenge was to launch Wendy’s Pretzel Bacon Cheeseburger (PBC) nationally in July 2013 to drive same-store sales growth. Growth could be achieved by adding incremental visits from existing customers and by stealing customers from other fast food restaurants. Wendy’s also saw an opportunity to use digital to further engage millennial consumers by making the brand “cool” again, as well as continue to grow its social following and generate earned media coverage. But it all started with what we observed early on during the launch in test markets. When Wendy’s launched the Pretzel Bacon Cheeseburger in test markets, our social monitoring identified that people loved it to the point of enthusiastically expressing that love on Facebook and Twitter.This inspired us to turn these virtual love letters into love songs.In a series of original music videos that ran on Facebook, Twitter and YouTube, we took our customers’ love-fueled tweets and posts about the Pretzel Bacon Cheeseburger and turned them into love song lyrics that were professionally sung as over-the-top love songs, hashtags, misspellings and all. We called them Pretzel Bacon Cheeseburger Love Songs.At the end of each video, consumers were encouraged to try the new cheeseburger and tweet and post their love for it for a chance to get their comment sung. Each week, new comments were collected, new love songs were scored, and a new video was rushed to production and released online. Our grand finale even starred multiplatinum boy band star Nick Lachey. Taking an over-the-top tongue-in-cheek approach to these love songs showed that Wendy’s takes its food very seriously, but not itself. We didn’t give away discounts, but instead gave away “virtual fame” by citing our biggest fans’ comments in our love songs. What started with some social listening in test markets ended with what Wendy’s calls the most successful product launch in its history. The company reported a 3.2% increase in same-store sales while the cheeseburger was in market. What’s more, the campaign generated 2 billion PR impressions. Even investors took notice, upping Wendy’s stock by 31%. Pretzel Love Songs (PLS) also helped engage consumers in the brand overall. PLS reached more than 85 million eyeballs, and Wendy’s saw 7.8 million social interactions with PLS Facebook posts alone. It’s no wonder Wendy’s Facebook fans increased by 315,000 during the 60-day campaign and Twitter followers increased by 153,000. Confidential Information Question 5: We reached 93 percent of all Fast Food Lovers through the overall media plan, with digital media outperforming its goal of generating a 3 percent incremental audience. In fact, 8 percent of the audience was ONLY exposed to the promotion on Facebook, with another 23.2 percent seeing it both on TV and digital, according to Nielsen. Given the scale of the digital buy (less than 7 percent of the overall media budget), this was a tremendous success. Facebook confidentially shared with us that this was two to three times more efficient than comparable competitive QSR campaigns. 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