Adaily Inspiration Week #42: Campaigns with surprising reveal
Adaily Inspiration Week #42: Campaigns with surprising reveal
For this week we chose campaigns with surprising reveal. Below you can find our 5 picks, straight from Adaily » HERE «
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1. The Unnoticeable Whopper • Burger King
BUZZMAN Paris • 2024 • Restaurant • France • Europe
Campaign Summary:
Burger King's campaign aimed to crack TikTok by hiding a special offer in its terms and conditions, giving a free Whopper to anyone followed by the brand on TikTok. By strategically following @MASDAK, a popular account known for exploring commercial loopholes, the campaign captured significant attention.
The challenge was to quickly establish a strong presence on TikTok to engage the under 30 demographic in France. The campaign succeeded, generating 22 million views, 3.2 million likes, 83,000 comments, and 104,000 new followers, reaching 78% of French TikTok users—all without any financial investment.Links
2. Wendy’s Enters the Chat • Wendy's
VML Kansas City • 2024 • QSR • United States • North America
Campaign Summary:
Wendy's launched a campaign to engage younger audiences on Facebook by mimicking the endearing and nostalgic qualities of older users' posts. This strategy diverged from traditional brand practices, aiming to connect with both younger and older demographics in a relatable way.
The challenge was to attract younger consumers while maintaining a connection with Wendy's core audience of older users. The campaign succeeded, achieving over 200 million organic impressions—235% more than the previous year—and surpassing McDonald's in organic share of voice. Wendy's became the No. 1 restaurant brand on Facebook, with its approach influencing Meta to adopt these "boomer best practices" to reach Gen Z.
Links
3. The Truth Is Out There • Money Heist
DAVID Madrid • 2022 • TV show • Spain • Europe
Campaign Summary:
Netflix's campaign for the final season of "Money Heist" engaged fans by turning their questions into interactive outdoor ads, challenging them to match questions with answers on billboards.
The challenge was to create excitement and anticipation for the final season by selecting 30 popular questions and their answers for this unique advertising format. The campaign effectively captured fan interest, sparking global participation in the puzzle-solving activity and building buzz around the show. This innovative approach showcased Netflix and DAVID Madrid's creative marketing strategy and successfully deepened audience engagement.
Links
4. The Unexpected Reroute • Saudi Telecom
Wunderman Thompson Riyadh • 2022 • Telco operator • Saudi Arabia • Middle East
Campaign Summary:
The mystc app campaign aimed to change the behavior of stc customers who instinctively visited physical branches by promoting the app as a more convenient solution. To achieve this, the campaign turned Google Maps into an educational and entertaining platform. Comedian Ahmed al Muqrin was sent to popular store locations to create user-generated content, which was uploaded onto Google Maps, providing a humorous and engaging experience to educate users about the app's benefits.
The campaign effectively reached its target audience, resulting in notable outcomes without any media spending. Within a week, there was an 8% increase in app downloads, a 17% boost in active users over the last 30 days, and a 21% rise in in-app activities, such as purchasing products and managing services. This creative approach successfully shifted user behavior, highlighting the app's convenience and driving greater adoption among stc customers.
Links
5. Corporate Card Leak • Mythic Quest
Mirimar Los Angeles • 2022 • TV show • United States • North America
Campaign Summary:
The Mythic Quest interactive campaign aimed to create an engaging experience for fans by blending fiction with reality. By "leaking" a corporate GrubHub discount on the show’s social media channels, viewers could actively participate in the storyline, making it feel more immersive. This approach also deepened the character development of David, the boss, and set the narrative foundation for the next episode, creating buzz and making the show more interactive and relatable.
The campaign was highly effective, generating substantial online engagement and excitement. The leaked discount code led to the depletion of a $10,000 food budget in just two hours as fans eagerly took advantage of free meals. David's in-character video responses fueled further interaction, with thousands continuing to use the code even after he humorously urged them to stop. This creative strategy entertained fans and seamlessly integrated the show’s plot with real-world social media activity, amplifying fan loyalty and anticipation for the new season.
Links
Five’s not enough?
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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