BRAND: HARD ROCK CAFE CAMPAIGN: ALL AMERICAN CLASSICS
OVERVIEW: Hard Rock Cafe India has come up with a refreshing spin on the limited-time seasonal menu of lip-smacking and scrumptious dishes for the customers to make sure they relish every moment. The All American Classics with a twist entails multiple flavors the brand wants its customers to experience at Hard Rock Café. The highlight of this menu is not only its innovative use of great, fresh flavors, but also its commitment to seasonality and responding to the growing trends and demands of their diners. From the Honey Sriracha Wings to the Fajita Marinated Shrimp and Chicken Skewers over Mac & Cheese, the guests will be treated to an elevated version of the classic American taste experience.
INSIGHT: Picking up from the overview, we decided to create a twisted but yet, effective campaign for Hard Rock Cafe to promote the #AllAmericanClassics.
SOLUTION: We divided the campaign in two phases: the teaser and launch phase. We portrayed why these were Legendary Burgers: the ingredients and burgers in the making-through videos, posts, and GIFs.
TEASER: We created a teaser series for this LTO (Limited Time Offer) based on the iconic American classics. Baseball, in this case, with a twist: a snooker ball here. The Statue Of Liberty, in this case, with a twist: in the middle of The Great Pyramids, in Egypt. Mount Rushmore, in this case, with a twist: in a completely different, alpine location. The announcement was made through a post on all three platforms: Facebook, Instagram and Twitter.
(REACH: 2,37,845, IMPRESSIONS: 3,54,428, POST ENGAGEMENT: 10,171)
LAUNCH: We created simple yet twisted launch creatives for the launch and created a dedicated grid on Instagram. With the famous meme format: Expectations v/s Reality, we compared the authentic American dishes on the regular menu versus the ones on the twisted menu.
(TOTAL REACH: 97,017, POST ENGAGEMENT: 2541, TOTAL IMPRESSIONS: 1088)
TERRIBLY TWISTED TALES: Inspired from the Terribly Tiny Tales format, we created a copy-based creative with a short, twisted story. This also served as a precursor to the Valentine’s contest.
(TOTAL REACH: 12,758, POST ENGAGEMENT: 1485, TOTAL IMPRESSIONS: 1178)
FOOD INTRODUCTIONS: Not the usual image+text+logo unit format! We introduced the burgers in a quirky upside down manner! We maintained a grid on Instagram throughout. (TOTAL REACH: 4,17,895, POST IMPRESSIONS: 85,478, POST ENGAGEMENT: 7845)
DRINKS INTRODUCTIONS: We then produced parallax style quirky videos introducing the drinks from the All American Classic menu. These were short, exciting videos of the cocktails and the ingredients. We also shot a short and exciting video of the cocktail in the making.
(ORGANIC REACH: 74,485, ENGAGEMENT: 36,758)