Ruby Tuesday - "Restaurant Go Boom"

BooneOakley

BooneOakley Charlotte, United States

9715

Бренд: Ruby Tuesday
Страна: United States

Рекламодатель: Ruby Tuesday, Inc.

Заголовок	Restaurant Go Boom
Агентство	BooneOakley
Кампания	Restaurant Go Boom
Рекламодатель	Ruby Tuesday, Inc.
Бренд	Ruby Tuesday
Posted	Декабрь 2008
Бизнес сектор	Рестораны и кафе быстрого приготовления
История	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.
Тип медиа	Анализ ситуации
Длина	225 seconds
Медиа директор	Demian Brink
Руководитель группы по связям с рекламодателями	barrett pack
Делопроизводитель	Kristen Garnett
Креативный директор	John Boone
Арт-директор	Matt Klug
Арт-директор	Ryan Holland
Копирайтер	Jim Robbins
Руководитель производства	Craig Jelniker
Копирайтер	Keith Greenstein
Копирайтер	Josh Leutz
Media Supervisor	Meghan Leimenstoll