BurgerRanch Promo, Case study HACK OUR CAMPAIGN by McCann Tel Aviv

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Industry Fast food
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Art Director Alizarin Waissberg
Copywriter Dana Saka Lapinsky
Designer Kobi Zarfati
Account Supervisor Einav Noy, Magi Elbo
Digital Creative Director Danna Blum Sartori
Released May 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BURGERANCH
Product/Service: FAST FOOD
Date of First Appearance: May 6 2010
Entry URL: http://www.mdigital.co.il/CANNES-LIONS/burgeranch.html
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Vice President Digital Creative: Nir Refuah (McCann Erickson)
Digital Creative Director: Danna Blum (McCann Erickson)
Art Director: Alizarin Waissberg (Zroob) (McCann Erickson)
Copywriter: Dana Saka-Lapinsky (McCann Erickson)
Vice President Clients: Amit Mashiah (McCann Erickson)
Account Director: Adi Oren (McCann Erickson)
Account Supervisor: Einav Noy/Magi Elbo (McCann Erickson)
Account Manager: Libi Katan-Naor (McCann Erickson)
Director of New Media Production: Tammy Katz Zara (McCann Erickson)
Project Manager: Meytal David (McCann Erickson)
Designer: Kobi Zarfati (McCann Erickson)
Flash Designer: Noa Ron (McCann Erickson)
Web Programmer: Dan Efter (McCann Erickson)
Media placement: Display Banners - Teens Portals - May 6th, 2010
Media placement: Viral Campaign - Social Networks - May 6th, 2010

Insights, Strategy & the Idea
We wanted to promote our Combina meal, which is a shared meal deal for a group of 3 or 4 people.
The term “Combina” (our 4-person shared meal deal) has a double meaning in hebrew, both highly relevant for the young Israeli audience:
1. It is a highly appreciated Israeli phrase which means “outsmarting the system and getting something out of it.”
2. It emphasises the importance of eating together as a corner stone in the Israeli culture.

Our target audience were Israeli teenagers, who usually eat in groups while trying to find a cheap yet tasty deal.

The challenge was to leverage the viral nature of the local teen's usage of the internet in general and social networks in particular, in order to maximise the campaign's reach with minimal resources.

Creative Execution
We created a double campaign, combining online, digital and social media.

Online banners led the audience to a minisite with a trivia game that was impossible to answer offering a free meal for the correct solvers. After having frustrated our potential consumers, we spread a rumour around the net about a potential breach in the trivia game site that allows the participants to outsmart the contest and win a free dessert. The rumour suggested that a simple change to the site's URL reveals the correct answers.

Results and Effectiveness
The rumour went viral through forums, blogs and social network groups for teens who shared it and helped their friends hack our campaign and win a dessert.

- Over 25,000 coupons distributed.
- The display campaign gained 80,000 views.
- The Viral campaign gained 360,000+ mentions.
- 20% increase in Burger Ranch sales.