Social Media | Screen Chow

McDonald’s Unveils the “Frylus”—So You Can Finally Snap Selfies With Sticky Hands

on June 19, 2018

Picture this—you want to take a killer selfie, but you’re already enjoying a delicious and juicy burger, and you have a serious case of ketchup fingers. Don’t worry—McDonald’s has a solution to this timeless problem, just in time for National Selfie Day, this Thursday, June 21.

Cue the “Frylus.” It’s a handy stylus in the shape of a French fry, and it’s here to help you take your burger selfie game to the next level, while keeping your precious smartphone screen pristine and clean (because, after all, you’re a person, not an animal).

The brand is hyping its invention with a wonderfully melodramatic, snarkily artsy 60-second trailer for the product that might just sell you on the idea. The spot features Instagram persona and faux-Kardashian brother, Kirby Jenner, as the new Frylus spokesperson, and reads as much as a send-up of pretentious fashion advertising as it does a goofy promo for another piece of plastic the world surely doesn’t need.

To be fair, the fast food chain is using to the Frylus to promote its “100% Fresh Beef Quarter Pounder,” which is supposedly hotter and juicier than its predecessors—meaning the tool should be particularly helpful to anyone who might be enjoying the new patty.(McDonald’s will be giving away 100,000 of the french fry tools on Thursday, at more than 2,000 locations. (You can find them all here.)

Burger King asks Wendy’s to prom

on May 9, 2018

It’s prom season, and apparently that goes for fast food chains too, as Burger King recently asked a neighboring Wendy’s to the prom.

Boston-based agency MullenLowe was behind the prom stunt. And this isn’t the first time Burger King has embraced its fast-food rivals, as it funneled Whopper fans to neighbor McDonald’s on the chain’s day to raise funds for children’s cancer research in Argentina.

As of publication, there was no response from Wendy’s.

CONSUMERS CREATED BURGER KING’S NEWEST WHOPPER IN INSTAGRAM STORIES

on May 9, 2018

Burger King created a whole new way for consumers to have it their way in Spain. There, along with its agency Lola MulllenLowe Madrid, it debuted a social campaign that allowed consumers to customize a Whopper through Instagram. Nine different stories featured the burger’s various ingredients, which users could change up using polls. Completing the polls would generate a special coupon that Burger King would send to the users through a direct message, and the consumers could then head over to the nearest BK to redeem their customized Whoppers for free.

That was just the first part of the campaign, however. Burger King pooled all the data collected from the polls to inform its newest menu item–The InstaWhopper–a limited-run offering that patrons could purchase at Burger King in Spain. The most-preferred burger features a double patty with cheese, bacon, ketchup, mayo, lettuce, onion and tomatoes–but no pickles, which turned out to be the least-popular ingredient.

According to the agency, the “Stories Ordering” campaign saw more than 270,000 interactions, the creation of nearly 35,000 customized Whoppers and a 5,000 follower Instagram jump.

Lola MullenLowe Madrid was also behind the Burger King campaign that allowed gamers to order Whopper delivery–from inside the Playstation universe.

from Creativity-Online: http://creativity-online.com/work/burger-king-instawhopper/54492

Baskin-Robbins uses ‘Got Me Like’ meme speak in ice cream campaign

on April 19, 2018

Baskin-Robbins has launched an ad campaign that leverages the popular ‘Got Me Like’ meme to capture the joy of ice cream for younger audiences.

‘Baskin-Robbins Got Me Like’ marks a strategic shift for the brand, away from product-focused advertising to a more emotion-driven brand campaign, which was created by Baskin-Robbins’ agency of record, 22squared.

The campaign uses bright colors, music, dance, internet memes, animation, pompadours and overall silliness to convey an upbeat message. According to a release, the campaign idea came about when the 22squared creative team tried to describe the joyous feeling that comes from Baskin-Robbins ice cream, and continually referenced the commonly shared Got Me Like gifs. The creatives realized that the gif perfectly articulated the joy of eating Baskin-Robbins, so they made that the centerpiece of the campaign.

Curt Mueller, senior vice president-creative director at 22squared, said: “We set out to create a campaign that gets attention and gets people talking about the brand in a new and different way. Our partners at Baskin-Robbins had the vision and passion to embrace a totally new creative direction. Our friends at Psyop helped us create an entirely new language for the brand; one that represents how we want a younger audience to see Baskin-Robbins, an iconic brand with a rich history.”

To execute the campaign, 22squared teamed with Psyop, creating over 50 animations and content pieces. The work combines the visual style of Internet memes and the classic Baskin-Robbins color palette. It was made to appeal to a younger demographic, one which places value on experiences over things.

Dave Nagel, senior director of consumer engagement at Baskin-Robbins, stated: “Our new ‘Baskin-Robbins Got Me Like’ campaign does a great job of translating the joy our customers feel when they visit our shops into our advertising in a way that is fresh and relevant for today’s consumer. The joyful spirit of the work is contagious, and we feel it truly celebrates all of the delicious ways guests can enjoy our premium ice cream flavors in-store.”

The campaign launches through digital channels this week and on TV in mid-April. Over 25 gifs from the campaign will be distributed via gif-powering platform Tenor.

from The Drum: http://www.thedrum.com/news/2018/04/18/baskin-robbins-uses-got-me-meme-speak-ice-cream-campaign

Report: Taco Bell wins Facebook, Domino’s dominates Instagram

on April 16, 2018

Leading quick-service restaurant brands’ performance on social media platforms vary markedly, confirms an analysis of engagement data for the first quarter from ShareIQ, an earned-media performance platform for brands.

The analysis spanned seven leading brands across fast-food categories: McDonald’s, Subway, Taco Bell, Burger King, Wendy’s, Chick-fil-A and Domino’s.

Among these brands, Taco Bell heavily dominated on Facebook, pulling 491,500 reactions during the period versus 182,700 for Burger King, the next-closest brand. BK has nearly the same number of followers, but pulls significantly fewer reactions per post, according to ShareIQ.

Taco Bell’s performance was fully 69 times greater than that of the poorest Facebook performer, Wendy’s, which drew just 16,600 reactions.

What’s Taco Bell’s secret? Offbeat product launches and offers do exceptionally well for the Mexican QSR, often going viral, reports ShareIQ. Taco Bell also keeps fans coming back by keeping its feeds fresh and regularly changing its social style and aesthetics.

On Instagram, Domino’s took first place in number of total engagements: 1.4 million. That beat the weakest performer, Wendy’s — with 127,300 — by a factor of 11 times.

Domino’s drives engagement primarily with “food porn” content, offering a steady stream of delicious-looking pizzas — although one of its rare non-pizza images, featuring a puppy (above), was its top-performing content in Q1 (with more than 23,400 likes). In addition, the brand employs a successful cross-platform content promotion strategy, notes ShareIQ.

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