Ruby Tuesday - "Restaurant Go Boom"

BooneOakley

BooneOakley Charlotte, Estados Unidos

9624

Marca: Ruby Tuesday
País: Estados Unidos

Anunciante: Ruby Tuesday, Inc.

Titulo	Restaurant Go Boom
Agência	BooneOakley
Campanha	Restaurant Go Boom
Anunciante	Ruby Tuesday, Inc.
Marca	Ruby Tuesday
Posted	Dezembro 2008
Sector Empresarial	Restaurantes e comida rápida
História	Ruby Tuesday, an American restaurant chain with over 700 locations and 26,000 employees, wanted to demonstrate how it was blowing up old ways to make way for the new. In an online campaign and companion countdown website, the chain promoted that it would explode the last remaining "old" Ruby Tuesday. Teaser viral videos created such a buzz that it overloaded the website servers. At the moment of reckoning for the chosen Ruby Tuesday restaurant location, a live shot was set up using actors who portrayed hardhats, media reporters with their satellite transmission truck, and a number of white-collar types. Real consumers happened upon the scene. Recording the event for web broadcast enabled a bit of camera trickery, for at the moment of detonation, a miniature scale model of an adjacent fake competitor restaurant was blown to smithereens. It appeared to all that Ruby Tuesday had bumbled the blast and had inadvertently leveled the 'competition' quite literally. Carrying the hoax even further, the chain release a video apology for the 'mistaken demolition'. We won't blow the ending of this video case study. Let's just say the results were smashing.
Tipo de Mídia	Case Study
Comprimento	225 seconds
Director de media	Demian Brink
Supervisor de conta	barrett pack
Executivo de contas	Kristen Garnett
Director criativo	John Boone
Director de arte	Matt Klug
Director de arte	Ryan Holland
Redator	Jim Robbins
Chefe de produção	Craig Jelniker
Redator	Keith Greenstein
Redator	Josh Leutz
Media Supervisor	Meghan Leimenstoll