Earned media
roundhouse kick
Challenge
Our task was to create an idea that would generate hype around the most popular features of the Hesburger mobile application: Mobile coupons and pre-paid meals. The selected media would be Cinemas and social media.
Idea
Hesburger is a restaurant for all ages, so we needed to speak to a wide audience and reflecting to the brief, we knew exactly who would perfectly serve our purpose:
A true legend over many generations. From the kung-fu movie era and famous rivalries with Bruce Lee, to TV success as Walker Texas Ranger and finally as a social media superstar through Chuck Norris Fact -memes.
Our idea relied on the universal toughness of Chuck Norris combined with the popular Hesburger application features: What happens when Chuck Norris visits a Hesburger restaurant?
Strategy
Our agreement with mr. Norris did not allow any media events or interviews. He insisted in travelling ”incoqnito". So we needed a clever communication strategy to reach the maximum attention without breaking any agreements with Mr. Norris.
Execution
When the most famous Chef in Finland shared an Instagram post from his restaurant with Mr.Norris we seized the moment and joined the conversation.
Immediately, the media and social media went wild.
The hype continued with numerous interviews and articles in all major and smaller medias in Finland.
iltapäivä
"Chuck Norris on Hesburgerin uuden sovelluksen mainoskasvo"
To remind media and consumers about the upcoming campaign we also released a making of video of the actual commercial shoot.
Finally the campaign was launched in Cinemas, YouTube and Social Media channels.
It was also supported by Chuck Norris himself posting the commercial in his own social media channels.
Results
Straight after the first instagram post the attention around Hesburger and Chuck Norris was phenomenal.
Measured earned media reach
+40 million
in a country of 5 million people.
AD’s watched in YouTube
+1 million times
In addition we managed to boost other KPI’s.
+17%
Monthly
sales growth
+120%
Yearly
sales growth
+1.3m
Total app
downloads
Conclusion
By combining a simple creative idea with a smart and pro-active communication strategy we achieved to create a campaign which consumers were waiting to see long before it actually started.
In addition, the positive talk around Hesburger and the mobile application was unprecedented.
It truly was an earned media roundhouse kick.
Team
Client: Hesburger
Design & PR/Media: Drama Queen Communications
Production: Otto Production