FRESH IDEAS: FAST FOOD AND OTHER COOL TRENDS

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Contributed by Carolina Cepeda Vigoya

 

Welcome to our weekly “FRESH IDEAS” post.

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some of our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

BUZZ REPORT

3.20.17 – 3.26.17

Fun Fact: Meat-lover Simon Smith changed his name to ‘Bacon Double Cheeseburger.’

Screen Shot 2017-03-28 at 2.24.18 PMEach week, we ask our RockStars to pin a hashtag on a buzzworthy trend, news topic, or fun fact. This week’s winner: #PleasedToMeatYou by Senior Account Director, Mitchell Nover.

 

FAST FOOD TRENDS

Moschino x McDonald’s

Couture with a side of fries, please.

Back in 2014, Moschino launched its “fast food couture” collection, one of them being a McDonald’s inspired collection.

If fast food couture is your thing, but not in your budget, the “Big Mac Shop” was created in Sweden with the purpose of wearing Big Mac leggings, t-shirts, etc. Check out the collection here.

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Flame-Grilled Fragrance

When Burger King Japan announced they would be selling a Whopper scented perfume on April 1st, people thought it was an April Fools joke. Turns out, it wasn’t. The fragrance was in fact sold in all Burger Kings in Japan for $42 along with a flame-grilled Whopper on the side. According to reviewers, the scent wasn’t quite Whopper-y, but it still sold out!

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Fly-Through

Brian Wolter, a Danish designer, created a Burger King “Fly Through” that looks like a mini Burger King to feed the birds in the area. The birdfeeder is solar powered and has LED lights to let birds know they’re open 24 hours.

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Pizza Hut Nailpolish

“Meat Me After Midnight” and “Dough You Need Me” are some of the names of the nail polish that Pizza Hut Australia created for their Valentine’s Day promo.

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Don’t Forget To Brush

Colgate Thailand created a campaign aiming to motivate children to brush their teeth after eating sweets by… giving them ice cream. Once the ice cream lollipop was done, the stick was shaped like a toothbrush that said, “Don’t forget,” with the Colgate logo.

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Finger Lickin’ Good

Similar (but different) to Pizza Hut’s nail polishes, KFC created edible nail polishes. You read that right, flavors/shades include “Hot & Spicy” aimed to taste and look like Tabasco hot sauce, “Original Recipe” aimed to taste like their famous fried chicken. Now this brand, took biting your nails to a whole new level…

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Pass The Heinz

For all the Mad Men fans, remember when Don Draper pitched his “Pass the Heinz” campaign? It is now being executed in real life by Heinz’s current agency, David Miami, and it’s giving credit to Sterling Cooper Draper Pryce, Don’s fictional film.

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COOL TRENDS

IKEA

IKEA’s most recent invention is what we’ve all wanted this whole time. The company’s prototype engineers in their Sweden HQ have been working for a while to bring us furniture that snaps together.

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Climbers document their Everest attempt on Snapchat

Adrian Ballinger and Cory Richards set a goal last year to climb Mount Everest with no supplemental oxygen while documenting it on Snapchat, their story used the hashtag #EverestNoFilter. This year, the dynamic duo is going at it again and is being sponsored by Eddie Bauer and Strava.

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Uber and Airline Partnership

Uber and airline Transavia partnered to offer in the course of a week, real time last minute flights from the nearest airport when opening the app. Once you pick your destination, the price [of the ride, plus ticket] was included. The campaign was launched in three cities: Paris, Lyon, and Nantes.

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Zocdoc’s Emoji Search

Zocdoc is an app that allows users to find doctors and schedule appointments. Their latest activation is with emojis in order to be more user-friendly. There are options like for heartburn, for allergies, and for travel medicine.

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U.S. HISPANIC TRENDS

IMS & Snapchat Expand Partnership

Internet Media Services (IMS) is in charge of creating campaigns in Latin America from advertisers such as Unilever, Coca-Cola, and Samsung. The partnership with Snapchat began in Brazil with sponsored lenses and branded filters and is now expanding to Mexico, Argentina, and Colombia.

CNN en Español 20th Anniversary

The network first aired on March 17th, 1997 to cover global events such as politics, entertainment, news, and history throughout the years. 20 years later, the platform reaches over 49 million Spanish-speaking homes between Latin America and the United States.

Spanish TED Talks

TED partnered with Spanish U.S. network Vme TV in 2015 to create a 13 episode tv series focused on how Hispanics can help shape a better future. Each episode of the “Soy TED” series had different Hispanic figures such as Ismael Cala, Daniel, Cerezo, and Jamie Seidner.

DUH! WHY DIDN’T I THINK OF THAT? (INSPIRING THINGS WE LOVE)

Folding Bike Helmet

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Prosthesis That’s Built To Play

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Shoes that tie themselves (Nike Hyperadapt 1.0)

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Wearable robotic glove (to restore hand movements)

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How RockOrange Built Buzz for Bloomin’ Brands Loyalty Program

The Job

Last year RockOrange was engaged by Bloomin’ Brands, one of the world’s largest fast, casual dining companies to launch Dine Rewards®, the first nationwide loyalty program to offer rewards across the brands’ multiple restaurant concepts including Outback Steakhouse, Carrabba’s Italian Grill®, Bonefish Grill and Fleming’s Prime Steakhouse & Wine Bar.

The Fresh Ideas

RockOrange designed an integrated marketing communications program to drive awareness of and sign ups to the loyalty program through a series of cross-channel media and consumer facing activations including:

  • a content-rich PR Newswire landing page featuring infographics and videos alongside the launch press release
  • a 15 second digital advertisement on the Thomson Reuters building in Times Square
  • a national promotion with ABC’s Live with Kelly that ran during the week of the loyalty program launch and offered a $500 Dine Rewards prize for the show’s “Drive Me Wild” web trivia contest
  • multiple local radio promotions in key Bloomin’ Brands markets with stations including Miami’s Y100, Charlotte’s Channel 96.1, Atlanta’s KISS 104.1 and Jacksonville’s 1 WAPE
  • local blogger activations

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The Solid Results

The combination of activity worked. The day the press release was released, on July 19, 2016, more than 100,000 sign-ups to the Dine Rewards loyalty program were generated. Two weeks later, more than 800,000 members had enrolled, and by October that number had doubled to more than 1.6 million members.

The activity produced 165 articles in online and print publications in the first month alone, including Mobile Commerce Daily, the Tampa Bay Business Journal, Loyalty 360, National Restaurant News and FSR magazine, generating 143,638,295 impressions with an equivalent ad value of $3,320,605.

Social sentiment over the same time period was 100 percent positive with 4,506 mentions and 4,452 posts on social media generating more than 22 million impressions.

 

Everything to Everybody: Internal Comms When Stakeholders are More Than Just Employees

It’s never been more important for brands to be good at talking to themselves. But today, that can mean communicating to more than just employees.

Often, those who have spent time outside the corporate world can be blissfully unaware of its realities. With large teams and budgets, the common misperception is that it is easy to get new initiatives implemented and to get everyone on board, paddling in the same direction.

But effecting change across large organizations is more often like slaloming the Titanic through a gantlet of icebergs. The lurking danger, just under the surface, is lack of communication.

This is why we have seen an evolution during the past 10 years toward seamless intranets that integrate into workers’ day-to-day activity. It’s about communication, getting every single member of the organization to lean left, then to the right, in concert.

But organizations are changing. Communication is no longer as simple as us (employees) versus them (the public). Today, brands need their own internal PR to speak with contractors, vendors, equity and commercial partners, board members, franchisees and other stakeholders.

Recently, RockOrange developed and launched a complex, multi-pronged internal communications portal for an automotive aftermarket-franchising client using proprietary software called Jive. The client is a conglomeration of some 10 separate, unique brands, each with their own distinct business model and footprint across North America. It was our second such project in the past three years that focused not just on employees but networks of franchisee and store-level managerial constituents—the first having been for quick service restaurant giant Burger King. In these engagements, the threads weave together to form complex permutations of different user roles, permissions, communication types and requirements. By necessity, these platforms must take fragmented needs and coalesce them, becoming all things to all people.

Don’t worry—it’s only half as daunting as it sounds. To find out how to do it, click through and subscribe to PRNews to read David Quinones, RockOrange’s VP Editorial & Content article on how to build an intranet that works for internal stakeholders across the board. The article was published in two parts in the weekly PRNews Pro newsletter: Before You Build an Intranet Listen to Employees and Determine KPIs (published Oct 24, 2016, Issue 41) and, Why Feedback is Important as You Build Your Intranet (published Oct 31, 2016, Issue 42).

The Holidays Are Coming and It’s Time to Up the (Digital) Ante

Today is Halloween which, as well as meaning I’m dressed as a skeleton in the office, means that there are only 54 days left to Christmas. And only 25 till Black Friday which, for brands, is the real start of the Holiday season.

Two facts that holiday marketers need to have top of mind at this point in time are that firstly, according to the National Retail Federation (NRF), 40 percent of consumers will have already started their holiday shopping by Halloween, and secondly, according to eMarketer, total retail holiday season sales this year will only increase 1.8 percent. That means this year, brand marketers must up the ante when it comes to their holiday marketing initiatives if they want to maximize share of wallet.

So how, especially this late in the game, can they do that?

Simply put, right now, brand marketers need to put all their efforts into fishing where there are fish. And by that we mean focus on digital. Your digital channels must be at the center of all your holiday marketing initiatives from this point on. Why? Because, almost half of holiday shopping (46 percent) will be done online and 21.4 percent of smartphone owners will use their device to purchase holiday merchandise this year, the highest seen since NRF first asked in 2011.

And when thinking about digital don’t limit your thinking to your website. Over half (55 percent) of respondents in a recent survey said a brand’s social media presence has at least some influence on their decision-making process when deciding where to buy during the holiday season and that Facebook and Pinterest influenced 69 percent of respondents for shopping ideas and inspiration.

Similarly email should be integrated into your communication efforts with eight in 10 consumers who sign up for a brands’ email will make a purchase based on what they receive in their inbox. In fact, brands who sent out two mailings in a day last holiday season saw an 88 percent increase in email revenue.

The best thing about a digital first approach is that you don’t have to blow your budget to make a significant impact. For example, last year RockOrange implemented an ‘on-a-shoestring’ digital campaign that saw online retailer Zappos own back-to-school. The integrated campaign earned a robust 8,189 online mentions, representing a 2.6% share of voice out of the total 2015 Zappos brand mentions of 314,016. You can find out more in this blog post – How to Make the Most of Limited Back-to-School Marketing Budgets.

How are you planning on using digital marketing this holiday season? Let us know in a comment.

Why is Agency Diversity So Important?

This week Verizon joined the growing list of global brands including HP and General Mills that are now demanding diversity from their agencies. With these very public calls to action, some are wondering if we’re at a tipping point in entering the age of inclusion in the agency sector? As our Principal, Miguel Piedra outlined in a recent blog post, diversity is baked into RockOrange’s DNA. We make diversity work for us, and for our clients. So with the issue being one so close to our hearts, this week we asked our RockStars – Why is Agency Diversity So Important?

Who’s Your Favorite Superhero?

Last Friday, Netflix introduced another in its line of superhero shows with Luke Cage, a DC character that brawls his way through bad guys in New York City. Netflix has Luke Cage and Jessica Jones, the other superhero Netflix show, live and date in the same hero world in their respective shows, which follows the comic world. Starting with Daredevil, Netflix has capitalized on the superhero frenzy that has taken over the movie industry.
Last year, these larger-than-life movies grossed about $700 million in the box office with the Avengers: Age of Ultron being the highest grossing film. Films like the Avengers, Batman v. Superman and Suicide Squad were all in the top ten highest grossing films in the last couple years.
And with these movies making you leave the theater hoping you had a superpower, the stream of themed movies doesn’t seem to be ebbing anytime soon. Spider-Man has the ability of a spider, the Flash has incredible speed and Superman is, well, super. Yet with all these, they teach us the values and morals of what it means to be a good Samaritan. That’s why this week we asked our RockStars – Who’s your favorite superhero?

You Can’t Force Diversity. Instead, Look For Places Where It Grows Naturally.

By Miguel Piedra, Principal & Managing Partner, RockOrange

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Last month, Palo Alto-based computer hardware developer HP made news when its CMO issued an ultimatum to its PR and advertising partners, exhorting them to submit plans for those agencies to become more diverse in the next 30 days.

In the letter, Antonio Lucio put HP’s roster of agencies on notice. That includes some of the most prominent names in our industry: FleishmanHillard and Porter Novelli for PR; and BBDO, Fred & Farid, and Gyro for advertising.

Lucio’s goal is laudable. The communications and creative world is overwhelmingly white and male. Hispanics, African-Americans and women are chronically underrepresented—doubly so in leadership roles. This at least partly explains many of the embarrassingly tone deaf and cringe-worthy campaigns that have tried unsuccessfully to court these demographics. To understand a culture, one must have at least some mooring in that culture. To execute a successful campaign, you need at least one person in the room who understands the target demographic. Too often, there are none.

But for diversity to take hold and deliver real, positive outcomes, the organization must truly believe in it. Lucio’s heart is in the right place. But from an internal, agency perspective, I can see the natural progression of what will come from this strategy. Ultimatum delivered, the hiring partners will scramble to keep the business. No one is in business to lose money. So whether or not they believe in the core value of diversity becomes beside the point. They will have their talent acquisition and human resources teams do what is necessary to ensure the business is kept. But in the end, if someone is hired as a show pony, or as a token nod to diversity, that is how he or she will be treated. How does that achieve the desired end of viewing projects through different lenses?

Understand, diversity is two-pronged: you must first hire a collection of individuals from different backgrounds, and then empower them to have an effect on your business. It is hard to imagine an agency compelled to hire or promote to meet a client ultimatum will deign to do the latter. The only thing that gets more diversity is the Meet the Team page on their website.

Instead, brands like HP would do well to hire agencies that already value diversity and show the veracity of that belief through their staffing.

There are many agencies around the country that look and act like ours. At RockOrange we are not only minority owned, but more than two thirds of our agency is comprised of women and at any given moment we are 75-80 percent black or Hispanic. Our RockStars range in age from 22 to 50s. We draw from a rich array of life experiences, employing talent from all walks of life and socioeconomic backgrounds.

It wasn’t difficult to do this, and it wasn’t an accident. Miami is an overwhelmingly diverse city, a tapestry of black, white, brown, and all shades between, serving as a model for the next American generation. If you’re a believer in demographic data and population trends, Miami—and by extension our agency—looks a lot like how the country will look in 2050.

But our adherence to diversity as a value is rooted in more than simple geography. Many of our team members have worked in homogenous environments where everyone is from the same place and brings similar experiences. The effect is a deafening echo chamber where disagreement is viewed as dissention. Lack of diversity fosters groupthink, narrowing the collective view. The narrower the view, the broader the blind spot. It’s a dangerous way to do business. It’s how a campaign winds up comparing Naomi Campbell to a chocolate bar. It’s how every Latino menu item at national chains ends up being “spicy” or “fiery”.

For executives like Lucio who understand the underlying business proposition behind diversity, there are alternatives to shoehorning it into the vast organizations they hire—admirable a goal though it may be. Our agency has diversity baked into its very DNA. And while we work with mostly national or international brands, everyone’s unique point of view is not just respected—it’s required. We make diversity work for us, and for our clients.

Instead, try working with agencies that are already built that way. As someone who has worked on both the client side as a chief communicator and the agency side as an owner, I can attest that the work product is guaranteed to be more authentic and appealing when it comes from a room of different people with diverging opinions.

An agency that needs to be told to make itself more diverse has a long hill to climb before it becomes truly diverse. For those who see the value, there’s no such thing as scrambling to keep the business with token hires.

A Wild Tale of Helping a Foundation Brand Find Its Voice

Miami has a not-so-well-kept secret that, for those who visit, is a unique, memorable and totally Instagrammable experience.

The Zoological Wildlife Foundation (ZWF Miami) is home to nearly 200 exotic animals including lions, leopards, camels, otters, baboons, monkeys, anteaters and more. The mission of the foundation is to provide a safe haven and better quality of life for these animals that come from all parts of the world and even at time have been rescued from at-risk situations, such as canned hunting.

ZWF raises funds to continue to provide a better way of life for the animals by offering tours and one-of-a-kind personal animal encounters for members of the public with a focus on educating visitors on wildlife conservation.

The Job

 RockOrange was hired as the Agency of Record by the foundation in 2015 to help the brand find its voice, increase brand awareness and drive visits to the property.

RockOrange set out to launch a content driven omni-marketing campaign showcasing ZWF’s exceptional, upscale experience as well as their commitment to their animals.

The Fresh Ideas

We started by honing the brand’s voice. Focusing on the animals and their experience in the zoo, the goal was to showcase the commitment and respect ZWF has for their animals. This also provided the opportunity to keep the tone light and imbued with the animals’ fun personalities.

All digital properties, including the website, social channels, and user-review sites, such as Trip Advisor, were updated with the new voice, and an SEO campaign was launched that helped raise the client’s Google page ranking from one to three.

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Snackable, shareable content in the form of photos, videos and blog posts was produced demonstrating the relationship between the animals and ZWF’s team and shared via a social media strategy with a focus on consistency.
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Private tours and animal encounters were arranged with local and national influencers who were encouraged to amplify awareness of the foundation by sharing images and videos of their visits with their established social communities.

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ZWF, its founders and brand ambassadors were weaved into the conversation by keeping a close eye on trends in wildlife conversation and a relationship was built with key media through media tours, FAMS and sharing of newsworthy content.

The Solid Results

ZWF’s online presence increased by 343 percent. Website traffic increased by 63 percent, the brand’s social media following shot up 67 percent and a 13.41 percent engagement with ZWF’s Facebook community was maintained.

The increased digital presence and media coverage resulted in their ranking on TripAdvisor as the #5 Best Thing to Do in Miami, #9 Best Zoo in the World, and #4 Best Zoo in the U.S. Brand sentiment increased from 92 percent positive to 98 percent positive and brand negativity decreased 67 percent.

ZWF was mentioned on Good Morning America, Today Show, Inside Edition, Associated Press, Reuters News Service, CBS Miami, USA Today, Yahoo!, The Miami Herald, NBC 6 in and thousands of other broadcast and internet publications.

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Influencers including Kate Upton, Kourtney Kardashian, Jonathan Cheban, Adrienne and Chris Bosh, Adriana Lima, Lele Pons, and Dan Le Batard all visited the property and shared content on their social media channels.

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Relationships were forged on behalf of ZWF with Greater Miami Convention & Visitors Bureau, Gilt Groupe, St. Jude Research Hospital, South Florida Concierge Association, Amigos for Kids, HBO, and New York University.

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Additionally, RockOrange secured the filming of HBO’s hit series Ballers, which stars celebrity Dwayne “The Rock” Johnson.

Overall, the content driven approach proved successful in increasing revenue for the foundation by 217 percent in the first year of the campaign.

RockOrange Makes Trash Trend with Anti-Litter Campaign

Keep Us Fit, Pick Up Your…

Trash.

That was the call-to-action for the City of Miami Beach’s “Keep Miami Beach Clean,” the city’s first-ever anti-litter campaign, that RockOrange conceptualized and launched earlier this year.

Targeting the younger, millennial generation and regional day-trippers, the campaign was aimed at getting people to make a connection between keeping the city fit by exercising common sense and tossing trash and recyclables in the right place.

The Fresh Ideas

Using real people who live in, work on and love Miami Beach, as the models for a series of visuals showing people how to trash their trash and recycle their recyclables while keeping fit, RockOrange created shareable content with made-you-look-twice taglines including “Keep Us Fit, Pick Up Your…” and “Keep Miami Beach Clean AF (and fit).”

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The content was pushed out across multiple channels, online and offline, including: billboard style posters throughout Miami Beach, including buildings, bus shelters and on the back of buses; online via the City’s social media channels, and; in print and broadcast advertising spots.

Recognizing Miami’s diverse demographics, the content was produced in both English and Spanish language to make sure that the message was received loud and clear by everyone and that language wasn’t cited as a barrier to keeping the beach clean.
To amplify the campaign message further, RockOrange designed a character – Mr. MB Clean – that would personify and act as a visual spokesperson for the campaign. We took the character to a series of Miami Beach community events including Commissioner Michael Grieco’s Spring Break Cleanup, Winter Music Conference, Spring Break, Flotopia, Ciclovia and the Fire on the Fourth Festival and had him interact with the public for photo opportunities and to promote the campaign message.

The Solid Results

The campaign continues to be a huge success.

The ‘Clean AF’ semi-viral launch ads drove awareness, shares and heated discussions with over 200 thousand interactions in social communities. Overall sentiment was positive, with an article in Curbed Miami running a poll that gave the ads an 80 percent approval rating.

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And Mr. Clean proved even more popular. Photos from the character’s appearances, combined with snaps of the ad spots have driven over 780 mentions online and 8.2 million impressions to date using the campaign hashtag, #KeepMBClean. Additionally, through the event activations over 10,000 people have been exposed to the campaign.

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As Mr. MB Clean continues to attend events and the broadcast commercial rolls out on local and regional networks and during previews at South Beach’s Lincoln Road Mall movie theater, those numbers are only set to increase.

Does She Really Like It?

Ever wondered if your favorite celebrity really likes that product they posted a picture with or if they’re being paid to promote it? Well the FTC wants to clear up any confusion and is cracking down on brands and influencers that are not transparent about paid promotional activity. And hashtags like #spon or #ad might not be enough. That’s why this week we’re asking our RockStars how brands can still run successful influencer marketing campaigns while playing by the rules so the consumer isn’t left asking – Does She Really Like It?

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