Its my first blog entry, I'm excited and nervous but all is good. I am not here to dictate but to share an opinion. We all know that social media is the new way to go, regarding campaign activations. THANK YOU WEB 2.0!
One campaign that caught my attention was the Burger King launch in South Africa; by Atmosphere Communication. It was of one the biggest campaigns in SA and it won a Gold PRISM and a Global Alliance COMM PRIX award last year.
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| Atmosphere Communication scopes a Gold PRISM award. |
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| Global Alliance COMM PRIX award |
The campaign used traditional media relations strategies and a social media campaign. The reason why it be can labeled for being one of the best. The campaign coined a lot of credit because AC was able to face some of their key challenges such as their competitor knowing detailed information about the launch by planning to outspent them by introducing new advertising and guerrilla marketing.
During the campaign the stakeholder's focus changed from the main objective to the two international superstars; Bon Jovi (@ BonJovi) and Justin Bieber (@justinbieber) who were in the country set to perform. Interesting! How were they going to out stage global icons, then the light bulb light. AC built a hype around the campaign launch of BK. It hijacked their fans by creating an advert emphasising on celebrity lifestyle and "The Bieber Fever" phenomenon. By creating BK iconic Whopper burger, a persona that portrayed a celebrity lifestyle by leaking snips of information on social media, publications and radio activation on what was Whopper doing in Cape Town on his "visit".
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| The Whopper Arrives in South Africa |
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| Whopper at Cape Town, Waterfront |
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| Crowds increase waiting to place their orders |
The results show; social media played a major influence. On the arrival of the BK Whopper Mascot, there were fans waiting at the airport. On the day of the launch. The targeted audience respond had excessed, people standing in queues for hours just waiting for BK Cape Town to open. People present were tweeting and posting of Facebook pictures. @BrugerKingZA went viral on social media.
| Cape Townian waiting to get their first Burger at Burger King |
Honestly! The BK launch was one of the smartest campaigns made in South Africa. My jaw dropped open. Its amazing how a strategy was made that diverted the main media hype ( Bon Jovi and Justin Bieber ) to the objective. A lot of collaboration with integrated communication and attracted varies publics. nothing gets better then that. AC raise the bar really high.
