the full Jennie

JENNIE-O
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Copyright © 2011 ClickFire Media All Rights Reserved
Challenge
ClickFireMedia (CFM) worked with BBDO and their client, Jennie-O, to produce a fiveday, online and offline, multi-location marketing promotion across New York City. The
goal was to create social buzz, brand awareness, positive social chatter, and increase
social following. The team paired up with a popular food truck (Bistro Truck) and
handed out thousands of free turkey burgers in an effort to get New Yorkers to switch
to Jennie-O turkey over beef. CFM produced various digital content during the five day
promotion to launch the new Jennie-O Switch to Turkey Facebook page. 2
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Execution
•  Set up locations at 5 high traffic areas in NYC over a 5 day period.
•  Different burgers were created for each location, promoting
different events and encouraging people to try different burgers: Ø  Mulberry St. Burger
Ø  Flatiron Burger
Ø  Brooklyn Burger
Ø  Bronx Burger
Ø  East Village Burger
•  Social integration:
Ø  QR Code signs placed at the locations directing people to
the new Facebook page. Ø  iPad displaying photos from the day s shoot on a TV screen
at each location.
Ø  Those who Tweeted about the promotion were awarded with
prizes such as MP3 players. Ø  Staff handed out T-Shirts, coupons, and branded materials
with the Facebook link. 3
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Mulberry St. Burger
Each day, CFM produced a themed photo shoot,
to add variety and various digital content for the
Facebook page. For the Mulberry St. Burger, CFM
took character portraits to create vintage
Hipstamatic or Instagram looking photos. Props
included Jennie-O Mulberry St. Burgers and
Turkey Burger Convert t-shirts. Photos were then
posted on the Facebook page. 4
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Flatiron Burger
Photo Shoot Theme was Hipster Burger Portraits
and the photos were taken in front of the branded
Jennie-O Bistro Truck. Turkey Burger converts posed
with their burger and dressed up in fun hipster
props such as hats, glasses, and scarves. Some
photos were selected as best of and featured on the
Facebook page.
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Brooklyn Burger
Photo shoot theme Street Portraits, capturing converts as they try their Jennie-O burgers in front of a white background, creating
an opportunity for clear and high quality social profile pictures.
People were also encouraged to compete against each other in a
Deliciousness Contest with winners receiving awards. 6
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Bronx Burger
Photo Shoot theme Fashion Burger, provided
converts with props such as boas, fancy shades,
and a blowing fan for the glamour look, as they
posed with their burgers. People were then
encouraged to tag themselves on the Facebook
page, increasing Likes.
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East Village Burger
Photo Shoot Theme, Burger Icons. Large backdrops were printed
such as the Empire State Building. Turkey burger enthusiasts posed
in front of the NYC-centric backdrops with their burgers in hand. 8
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Results
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2.5K+ turkey burgers handed out in 5 days.
Produced over 6 creative videos as well as
Making of Style footage for each day s
promotion for Facebook. 1 million+ impressions on Facebook.
The Jennie-O Facebook page grew by 35K+
likes in less than a month.
25K+ of the likes came during the five-day
promotion
Thousands of Facebook updates and tweets
generated during the five-day-long event.
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Social Media Mentions/
Placement
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Jennie-O Facebook 11
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Tweets
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Copyright © 2011 ClickFire Media All Rights Reserved