TEAM NUMBER
712
RESEARCH
1
CONTENTS
THE INFLUENCE OF MISINFORMATION
RESEARCH 1
Executive Summary
2 Leftovers 3 Unhealthy 4 Basic 5
Hot Dog Hypocrisy
6
Competitive Analysis
7 Targeting 8 Strategy What if we told you Darth Vader never said the iconic phrase “Luke, I am your father,” and Queen’s smash hit “We Are The Champions” doesn’t actually end in the crescendoing finish “Of The
The term “Mandela Effect” was coined after large groups of people discovered they shared a particular false memory — that South African human rights activist Nelson Mandela died in prison during the 1980s, when he actually died in 2013, after serving as President of South Africa for 6 years following his imprisonment.[02] While the two may seem unrelated, the psychology behind the Mandela Effect and America’s misconceptions of hot dogs
World!”[01] Are you confused right now? Maybe in denial? So are millions of other people. This powerful worldwide phenomenon is known as the “Mandela Effect,” and it’s a classic example of a disconnect between memory and reality. It can make you question everything you thought you knew: the Evil Queen in Snow White never said “Mirror, Mirror, on the Wall,” the Berenstein Bears books are actually spelled “Berenstain,” and the Monopoly Man doesn’t have a monocle. [01] While some people believe these disconnects are a result of alternate realities, time travel, and parallel universes, the glitch is in your memory, not the matrix.
are paralleled. When asked what hot dogs are made of, consumers rattled off everything from lips, snouts, tongues, bones, tails, and intestines. But ask them where they learned this information, and they can’t come up with a better answer than, “that’s just what I’ve heard.”
CREATIVE 9
The Big Idea
10
Stadium Takeover
11
Stadium Takeover
12
The MoBB
13
The MoBB
14
The MoBB
15
Wurst Wednesdays
16
Website & Branded Entertainment
MEDIA 17
DMA Strategy
18
Media Timeline
19
Media Mix
Through comprehensive secondary and primary research, we were able to get to the bottom of when and why this Mandela Effect was occurring for hot dogs and most importantly, what we can do to combat it.
20 Evaluation
[01]
RESEARCH
[02]
Entitymag.com, Mandela Effect Examples, 2017 Snopes.com, The Mandela Effect, 2016
1
AFTER READING THE WIENERSCHNITZEL CASE STUDY, WE KNEW WE HAD TO INVESTIGATE THREE MISCONCEPTIONS:
1 2 3
01:
LEFTOVERS
Hot dogs are made of leftover meats. Hot dogs are unhealthy. Hot dogs are the most basic food.
WHAT PEOPLE THINK HOT DOGS ARE MADE OF According to a 2018 survey by meat giant Hormel’s Applegate division, 43% of people are too scared to know what is in a hot dog. [03] When we took to the streets to talk to real humans about what hot dogs are made out of, they all had preconceived ideas.
So, we split into three groups and conducted secondary and primary research to analyze each misconception, beginning with leftovers.
“WHAT DO I THINK OF WHEN I HEAR THE WORD HOT DOG? EASY, LIPS AND A**HOLES!”
1194
Survey respondents
379
Articles researched
112
Hot dog varieties analyzed
51
DOUBTING THE DOG
— Peter, 57 Though intrigued, we thought nothing of it, until the same three words were repeated throughout the day: Lips and a**holes. After some digging, we discovered the 1988 film, The Great Outdoors, where Dan Aykroyd teases John Candy at a barbeque saying, “Hot dogs! You know what they make those things out of, Chet? Lips and a**holes!”[04] That film, along with a slew of online media, specifically the How It’s Made: Hot Dogs video from 2012 that went viral, [05] provided us a few of the origins of the hot dog Mandela Effect. But we weren’t done digging yet.
Interviews
Due to consumer claims about ingredients, we decided to investigate what hot dogs are really made out of. Since this campaign needs to promote the entire hot dog industry, we needed to know what claims we could make about all hot dogs, not just Wienerschnitzel’s. After reviewing the USDA Hot Dogs and Food Safety regulations, [06] we found two major things: 1.
Hot dogs labeled as beef or pork franks must be 100% beef or pork.
2.
Byproducts, if used, must be clearly labeled on the package.
The byproducts the USDA listed (heart, kidney, liver) included organ meats, but none of the lips, a**holes, bones, feet, or other urban legends we heard from our research participants. What’s more, an article by Rifinery29, We Did A Deep Dive Into Hot Dog Ingredients & Here’s What We Learned states that hot dogs, especially ones that are store-bought, do not contain anything close to organs.[07] So we visited 7 stores and analyzed 112 different varieties of hot dogs and couldn’t find one single byproduct or organ meat listed in the ingredients.
32
TAKEAWAY
Perception mappings
Juicy rumors about hot dogs are stuck in people’s heads.
7
SOLUTION
Store visit
Show how these rumors are fake news and set the record straight.
5
Taste test video journals [03]
RESEARCH
[04] [05]
Huffpost.com, Whats In Hot Dogs, 2018 IMDB.com, The Great Outdoors, 1988 Youtube.com, How Its Made – Hot Dogs, 2012
[06] [07]
Fsis.Usda.gov, Hot Dogs And Food Safety, 2013 Refinery29.com, What Are Hot Dogs Actually Made Of, 2017
2
02:
UNHEALTHY The second misconception you asked us to tackle was that hot dogs are unhealthy. It’s no secret a hot dog probably isn’t anyone’s first pick when scouting out nutritious options, but we were shocked to find out the extent to which people consider them unhealthy. Even when we asked participants in our perception mapping experiment to compare hot dogs to other unhealthy foods like hamburgers and pizza, participants continually ranked the hot dog last in terms of health. So we asked people how they know if their food is healthy.
47 Filler and 39% by-products Leftover 29% meats Leftover % meats
“IF IT’S ORGANIC, THAT’S WHAT I AM LOOKING FOR.” — Tanja, 57
ORGANIC LOVE Over the last few years, there’s been an undeniable spike in the health foods industry. According to market research, consumers under age 40 have upped their vegetable intake by 52%, [08] while 45% of Americans want to be seen as someone who buys organic.[09] People connect the term organic with a clear and straightforward ingredient list, explaining the increasing trend for plant-based and whole food diets. According to our food industry interviews, 40% of participants mentioned organic and healthy foods as being important to them. Hot dogs do not fall into this category.
While we already discussed the misconception of leftover meats, the fillers, by-products, and nitrates are characteristics commonly associated with any processed meat. Processed foods are considered “unnatural” and experts in the food industry agree. Kristin Kirkpatrick, a dietitian at Cleveland Clinic Wellness Institute admits that she wouldn’t use the word “healthy” with any processed meat. [10] This confirms consumers have the same health concerns about hot dogs as they do with any processed meat, and it would be almost impossible to sway this collective opinion.
TAKEAWAY Processed meats will never equal healthy.
PROCESSED PROBLEM
SOLUTION
When asked why they don’t eat hot dogs more frequently, the majority (41%) of our online survey participants stated they had health concerns about them. We were able to establish three specific areas of consumer concerns:
[08]
RESEARCH
[09]
Huffingtonpost.ca, “Plant-Based” Will Be The Hottest Food Trend Of 2018, 2017 Organicconsumers.org, 45% Of Americans Seek Out Organic Food, 2014
A “healthy dog” strategy frankly just won’t work.
[10]
Healthline.com, Hot Dogs: Can They Be Healthy?, 2017 3
03:
BASIC
Finally, the last misconception we investigated was the idea that hot dogs are a basic food. You identified the misconception that hot dogs weren’t epicurean, even though Wienerschnitzel hot dogs are made out of high-quality cuts of meat, seasoned with flavourful spices and roasted over wood chips for a smokey touch. An article by the Washington Post cited a survey by the International Food Information Council’s 2017 Food and Health Survey, which reports that 55% of Millennials say “convenience is a top driver when buying food.”[11] One of the major reasons people buy hot dogs is due to the fact they come premade. Millennials don’t make their own hot dogs at home. It’s a long, complicated process and not simple by any means. But in order for people to appreciate the hot dog more, we believe it would be more beneficial to promote the customization of the dog rather than the process of making it. The process is something most people would never attempt or need to replicate, while everyone has the ability to create a hot dog that fits their tastes through toppings, making the hot dog experience more personal. A hot dog is basic; it requires only a dog and a bun. The toppings are entirely up to the consumer and there’s an opportunity for people to appreciate the hot dog and make it their own.
NEW YORK DOG
CINCINNATI
CONEY
THE FENWAY FRANK
CHICAGO
DC
CLEVELAND
TAKEAWAY Basic isn’t bad, it’s a benefit.
SOLUTION Present hot dogs as a blank slate ready to be customized.
DOG
DOG [11]
RESEARCH
POLISH BOY
Washingtonpost.com, 9 Ways Millennials Are Changing The Way We Eat, 2018
4
“I don’t eat a lot of hot dogs... but I just had the best hot dogs this past weekend.” CANDICE, 24
[12]
“I know they are terrible, but I do eat them.” TANYA, 48
7
BILLION
HOT DOGS
ARE CONSUMED BETWEEN
MEMORIAL DAY AND LABOR DAY
TAKEAWAY
SOLUTION
People are hot dog hypocrites, too embarrassed to admit they eat them.
Fight the stigma and rebel against the hot dog norms.
[13]
HOT DOG HYPOCRISY During our investigations, we started to notice an interesting trend: people ate hot dogs more than they were conscious of or even willing to admit. From our online national Qualtrics survey with over 1000 participants, 58% of people said they eat hot dogs occasionally to weekly. Even from our food industry interviews, 70% of participants said they still enjoyed hot dogs despite their health concerns. Participants were constantly contradicting themselves.
JUDGY DOGGY We needed to understand why people weren’t willing to openly embrace the hot dog when they were eating so many of them. Our online survey found people feel most comfortable eating hot dogs in environments where it’s widely accepted, and even a tradition, like summer barbecues and baseball games. Outside of these events, the fear of receiving social disapproval puts people under pressure to reject the hot dog publicly. As Snoop Dogg so eloquently said on Jimmy Kimmel, “If I ever see a [brother] eating a hot dog again, imma smack that sh*t outta his hand.”[14]
[12]
RESEARCH
[13] [14]
Hot-Dog.org, Hot Dog Fast Facts, 2018 Hot-Dog.org, Consumption Stats, 2018 Lastnighton.com, Snoop Dogg Plays “Howz It Mizzade”, 2017
5
COMPETITIVE ANALYSIS LET’S TACO ‘BOUT IT
TOP DAWGZ
To better understand the secret behind turning an everyday food item like a hot dog into a pop culture symbol, we took a look at the acclaimed taco. We celebrate them on Taco Tuesdays, Cinco de Mayo, and even National Taco Day (October 4th). In 2017 alone, Americans consumed a paltry 4.5 billion tacos, [15] compared to 20 billion hot dogs, yet the emotions associated with the taco are far more positive than those of the hot dog. [16] So, we had to ask: what started the rise of the taco?
Sure, tacos are an exceptionally scrumptious snack sold at a cheap price, but what’s the big deal?! Younger generations are the big deal. Young Millennials and older Generation Z are the target demographic for almost every major fast food chain across the US, despite the narrative that they reject fast food. They have a need for self-expression, and do so by rebelling against healthy eating trends, specifically using the power of the internet. With social media as Millennials’ main form of communication, it’s easier now than ever to show brand loyalty through posts, tweets and alternative merchandising. [17] Strategic branding placed tacos in the spotlight as a fun and quirky food trend. The taco has used these trends to its advantage. Diana Kelter, a senior Trend Analyst at Mintel says, “every category is going to have to look outside of
AN APPETIZING APPROACH
the box and collaborate with different industry partners in order to stay relevant.”[18] That’s exactly what the taco did by combining food, clothing, and social media to stand out.
TACO VS. HOT DOGS So how does any of this relate to hot dogs? Well, both foods have unparalleled similarities: from the conveniently customizable options in terms of both toppings and price to regional pride, highspeed service, and their connection with celebratory events. Using what we learned from the taco industry, the hot dog is more than qualified to take the crown as America’s and Millennials’ favorite fast food.
Looking at the taco phenomenon, we identified 3 major factors that led to their success:
Targeting a group of individuals who value self-expression and rebellion against social norms.
Using experiential and postable events to extend reach via social media.
[15]
RESEARCH
[16]
Nationaltacoday.com, National Taco Day, 2019 Hot-Dog.org, Hot Dog Fast Facts, 2018
Working with different industry partners such as technology and fashion to stay relevant.
[17] [18]
Usatoday.com, 5 Restaurants That Prove Millennials Still Love Fast Food, 2017 Mintel.com, Restaurants Move Beyond The Menu With Apparel Lines, 2017 6
TARGETING THE BIG DEAL You asked us to target Trendmakers on the lookout for what’s new and interesting and Connectors who reward themselves for working hard and following their cravings. Both segments are older Millennials and we strongly feel we would have better results targeting only Trendmakers ages 18-35. This means targeting younger Millennials and even Generation Z. Millennials eat out more than any other generation, averaging 13 times a month, therefore having a huge influence over the restaurant and food industry. Generation Z is the up and coming generation and cannot be ignored. Their top restaurants right now consist of fast food staples such as Chick-fil-a and McDonalds. [19]
TASTE CHASERS 18 TO 24 YEARS OLD, COLLEGE TOWNS & CITIES INCOME AVERAGE: 20,000-40,000[20]
25 TO 35 YEARS OLD, SUBURBAN Income average: 50,000+[20]
Gema is into all things new and upcoming. When it comes to food, she and her friends are always looking for the newest trends and flavors to try. She loves going out to eat as an excuse to hang with friends. While she’s willing to occasionally splurge on a fancy meal, she prefers tasty, cheap and convenient options so she’s not burning a hole in her pocket.
Thomas, a young working professional, would never ever eat a hot dog… unless it’s from the hotdog stand that’s outside his office because they have the best ones in town, of course.
They’re impulse buyers who experiment with different brands.[21]
Why not Connectors? Some have dietary restrictions, and all have disposable income and life experience to make healthier food choices on a regular basis. While Connectors are a peripheral target, they will not be the main focus for our campaign.
With little experience cooking, fast food and frozen dinners are the “go-to” choices.[21] They value socializing, having fun, and learning new things.[21]
Looking at the Trendmakers, we’ve segmented individuals into two groups: Taste Chasers and Hot Dog Hypocrites. Both look to what’s new and interesting, but Taste Chasers tend to care less about quality and health, valuing taste. Hot Dog hypocrites value quality and health but still frequently indulge their fast food cravings.
They’re heavily influenced by celebrity endorsements and trends in magazines.[22]
[19]
RESEARCH
HOT DOG HYPOCRITES
[20] [21]
Foodinstitute.com, Move Over, Millennials: Generation Z Is Hungry, 2018 Cnbc.com, How Much Americans Earn At Every Age, 2017 Downloads.Esri.com, Dorms To Diplomas, 2017
They spend money on nice clothes, dining out, travel, treatments at day spas, and lattes at Starbucks.[23] They care about the quality and content of what they eat and are willing to spend more on the food they really want but still succumb to fast food when tempted. Well paid, with little financial responsibility, these consumers are spenders rather than savers.[23] They’re connected: They use the Internet primarily for socializing but also for convenience, like finding recommendations or reviews by their peers when they want advice.”[24]
[22] [23] [24]
Downloads.Esri.com, Trendsetters, 2017 Downloads.Esri.com, American Dreamers, 2017 Downloads.Esri.com, Top Tier, 2017
7
IT’S REVIEW TIME Do you feel like your brain is bursting with juicy hot dog info right now? No worries, let’s recap. You asked us to tackle three misconceptions: 1. 2. 3.
STRATEGY:
DEFEND THE DOG People should no longer have to walk around feeling shame and guilt for enjoying a treat as tasty as the hot dog. They’re not made of lips and a**holes, and while people will never believe it’s “healthy”, it can be part of a healthy diet. It is also the best kind of basic— completely customizable! We’ll create a movement that aims to tear down the misconceptions about the dog and eliminate the surrounding shame.
Hot dogs are made of leftover meats. Hot dogs are unhealthy. Hot dogs are the most basic food.
After reading hundreds of articles and talking to thousands of people, analyzing current food perceptions and the craze of organic foods, we came to one big realization. We’ll never get our target market to buy into the strategy that any processed meat can be “healthy.” Furthermore, our research uncovered an insight that pointed to a deeper, underlying issue we knew we had to combat with our campaign.
IN OUR CAMPAIGN
WE WILL
1.
Show how the hot dog rumors are fake and set the record straight.
2.
Not try to convince people that the hot dog is a “health food.”
3.
Show that basic isn’t bad, it is a blank slate ready to be customized.
HOT DOGS ARE SERVED WITH A SIDE OF SHAME
4.
Keep in mind the success of the competing taco and be sure to target the right demographic, have experiential along with a mix of online and traditional media, and cultivate relevant partnerships.
Ordering a hot dog has become socially unacceptable, perpetuated mostly by mystery meat rumors that have no basis in facts. The public has some alarming misconceptions about what’s in the dog, which informed the strategic direction of our campaign. We knew we needed to set the record straight about these leftover lies or else the hot dog will never appear appetizing.
5.
We will fight the stigma and rebel against the hot dog norms by urging people to come together in a movement to defend the dog.
INSIGHT:
TONE Empowering, playful, rebellious, confident
INSIGHT & STRATEGY
8
WHY THE WURST?
DEAR AMERICA, We hear you. Hot dogs are the worst. Except, are they really? No. So, are WE the worst? Also, no. We’re the Wurst. And we’re ready to flip the script. What are we going to do about it? Simple. If you assume hot dogs are made of lips, a**holes, feet, human DNA, pink slime or snouts, then we assume you know nothing. Don’t worry. We’ll tell you everything. You might not know when or where, but we’ll pop up. Are you watching closely? Get ready for the truth. Yours truly,
THE WURST MOVEMENT
The Wurst Movement is a call to action to all those who feel suppressed by negative connotations. We’re tearing down the misconceptions and standing up to social stigmas. By calling ourselves “The Wurst Movement” we’re creating a strong connection to hot dogs by playing off of the popular variety, “Bratwurst.” The name also acknowledges that people already view the hot dog as the worst type of meat. We’re embracing that stereotype and turning that negative connotation into a positive.
HOW WE’LL BRING IT TO LIFE The Wurst Movement will roll out in three phases:
PHASE 1: ANTI-BULLYING First we’ll address the negativity hot dogs have experienced for decades.
PHASE 2: DEBUNKING Next, we’ll debunk the concerns and myths about hot dogs.
PHASE 3: INFILTRATION Finally, when the air has been cleared about hot dogs, we’ll shift our focus to making hot dogs the next big food craze.
THE LOGO BEHIND THE MOVEMENT WATCH OUR L AUNCH VIDEO IN DROPBOX This video will play across our website and social media channels to launch The Wurst Movement.
BIG IDEA
The Wurst Movement is defined by a gritty underground feel that gives the “plain” hot dog an edge. The movement aims to benefit all hot dogs, while hinting at a connection to Wienerschnitzel. To achieve this, we’ve taken the iconic red W of the Wienerschnitzel logo and modernized it by sharpening the angles and darkening the color palette to fit with the woke energy of The Wurst Movement.
9
PHASE I: ANTI-BULLYING
STADIUM TAKEOVER THE EXPERIENCE
Picture this: It’s opening day at the Dodgers, Yankees and Red Sox Stadiums. The bleachers are packed with fans, you among them. Halfway through the 3rd inning, a team of vendors come up and down the aisles, passing out free hot dogs to everyone. Which is fantastic, because you’re starving. But when you receive yours, you frown, wondering, “Why is this hot dog the size of a penny?”.
Tiny Dog Vendor
Instagram Post
Foam Finger Merch
MEDIA RATIONALE
The Wurst Movement has made their first move. In the last refuge where hot dogs are universally loved. On the biggest day of baseball, we’re serving up the smallest hot dogs to give people a taste of all the negativity this food’s been facing. This experience aims to get hot dog lovers on our side, and recruit them to defend the dog.
Light-prank advertisements are attention-grabbing, especially when using humor. Nigel Hollis, Chief Global Analyst at Millward Brown and the author of The Global Brand states, “A humorous ad will get people’s attention and enhance affection for the brand.”[26] A similar social experiment created by Burger King called “Whopper Freakout,” removed their Whopper from the menu for a short period of time and filmed customers’ reactions. As a result of the campaign, the Whopper’s quarterly sales went up by double digits. [27]
DOG CAM & DIGITAL BILLBOARDS The “Kiss Cam” jumbotron will be transformed into the “Dog Cam” during the stunt. Live footage of fans’ reactions to their tiny dogs will pair with digital billboards featuring The Wurst Movement’s messaging, creating an immersive stadium takeover.
TASTEMADE PARTERNSHIPS To prepare the 150,000 tiny dogs for the stadiums, we’ll be partnering with Tastemade. Their web series, “Tiny Kitchen” recreates all kinds of food in tiny form and has enjoyed nearly 4 million views in the past year and a half. [25]
DOCUMENTARY VIDEOS The entire process, from the behind-the-scenes cooking and prep of the teenie weenies with Tastemade’s “Tiny Kitchen” staff, to the priceless reactions of the fans will be recorded by a film crew and GoPro cameras mounted on the hot dog vendors. Documentary-style videos will then be edited and shared on both Tastemade and The Wurst Movement’s social media platforms, further extending our reach.
Dog Cam
Digital Billboards
CREATIVE
[25] [26]
Youtube.com, Tiny Kitchen, 2017 Theatlantic.com, Why Funny TV Commercials Work, 2011
[27]
Gsrmagazine.com, Whopper Freakout Wins Industry Title, 2009
10
SOCIAL MEDIA During the stadium takeover, fans are encouraged to share their tiny dog moments on social platforms such as Instagram, Snapchat, Facebook, and Twitter, using #TheWurstMovement. Paid influencers will also be posting sponsored photos backing the movement.
WEBSITE TheWurstMovement.com will be the hub for all of our Wurst experiences. During the baseball stadium takeover, a livestream of the stunt will be featured on the website, and later, clips from the documentary videos.
MERCHANDISE What happens to the usual hot dog concession stands during the game? They’re taken over by The Wurst Movement too. Visitors to our stands can receive free Wurst Movement swag in the form of hats, t-shirts, socks and foam fingers.
LiveStream in the Website
T-shirt Merch
Socks Merch
Cap Merch
PARTERNSHIP RATIONALE The Los Angeles Dodgers, New York Yankees and Boston Red Sox stadiums were selected because they’re the stadiums in our top DMAs that enjoy higher average attendance per game. Dodgers stadium has an average of 47,042 people, Yankees at 42,998 people, and the Red Sox at 35,747 people. [28] And Tastemade’s experience cooking tiny food, [29] with channels that average 2 billion views a month and 200 million monthly active viewers [30] make them the perfect partner to create and share the tiny dogs served at the game.
TOTAL COST: $6,103,965 TOTAL PAID IMPRESSIONS: 36,454,618
Concession Stand
CREATIVE
[28] [29]
Espn.com, 2018 MLB Attendance, 2018 Cbsnews.com, Creating The Bite-Sized Foods Of Tiny Kitchen, 2017
[30]
Tastemade.com, Brand Partnerships, 2019
11
PHASE II: DEBUNKING
MUSEUM OF BIAS AND BULLSH*T
Imagine a room covered in pink slime. Another one covered in lips and a**holes. Welcome to The MoBB. Installed in 8 of our top 10 DMAs, these pop-up, abstract art museums will literally take the misconceptions out of the hot dog.
WAT CH THE MOBB VIDEO IN DROPBOX Instagram Post
The MoBB Interior
8LOCATIONS 8MISCON. ARTISTS 50
MEDIA RATIONALE The Museum of Ice Cream, a pop up exhibition, opened in NY in 2016 and tickets to the entire 6 month run sold out in 90 minutes. It has since grown a cult-like following on Instagram with 400K [31] followers. And that’s just one of many success stories. According to Momentum Worldwide, experiential marketing gets “82% of participants talking about a brand with others, moves 62% to research a brand online, changes the way 65% view a brand and — perhaps most importantly — inspires 53% to go out and buy a brand at retail.”[32]
THE EXPERIENCE Now that we’ve called attention to the fact that the hot dog has been bullied, we need to debunk the mystery meat rumors. Everyone has biased opinions about what’s inside hot dogs, and the Wurst Movement will reveal they’re all bullsh*t in this special exhibition.
The MoBB Exterior
The MoBB consists of interlinking shipping containers, that form the letter ‘W’ when viewed from above. When our influencers and then the general public enter the museum the odd, Instagrammable art installations will prompt everyone to spread the word. At the end of the experience, attendees will be faced with an artist’s statement revealing the truth about hot dogs. The whole experience will be documented with hidden cams, and videos can be viewed and downloaded from our website for easy sharing. This unique exhibition offers an alternative and accessible experience, creating a platform to erase the misconceptions about hot dogs.
The MoBB Statement
CREATIVE
[31]
Snapchap ID
Wired.com, Selfie Factories: The Rise Of The Made-For-Instagram Museum, 2017
[32]
Medium.com, Experiential Marketing Is The Next Big Thing, 2018
12
INFLUENCERS & SOCIAL MEDIA Maybe they don’t always admit it, but Millennials and Gen Z get most of their news and information from social media. According to a Pew Research study, 72% of millennials read their news through Facebook, Twitter, and other social networking sites.[33] Another study by Criteo claimed Gen Zers spend most of their time on Facebook (55%), Snapchat (52%) [34] and Instagram (52%). This works wonders for us since online influencers drive consumers to products and brands more than traditional advertising.
VIP OPENING In New York and LA, we’ll be hosting invitation-only receptions for our influencers and celebrities. Once they’ve made their way through the W and learned the truth of The MoBB exhibition they’ll be treated to gourmet hot dogs and celebratory drinks. The resulting social media buzz from attendees will spark public interest and attendance over the next month.
Mystery Box and Invitation
MYSTERY BOXES To pique curiosity, mysterious boxes, which include a peculiar object suggestive of the museum, and an invitation to the VIP opening on June 20th, will be sent to our influencers. We’ve selected top foodie influencers, such as famous and trending food reviewers with 2 – 3.8 million + followers, as well as food game changers that have a following of 500,000 – 1.8 million followers, as those most likely to have audiences interested in the truth we’re spreading. They’ll be paid to do unboxing videos and publish them to their respective social media channels, which should create a trend for other non-sponsored influencers to unbox their bizarre boxes. The unexpected contents of the box, like chocolates made in the shapes of lips and a**holes, will create a buzz with followers and subscribers, encouraging the general public to visit The MoBB from June 21st to the 25th.
FAMOUS FOOD REVIEWERS 2 – 3.8 Million + followers
Instagram Post about the Mystery Box
MEDIA RATIONALE Influencers and social media are crucial factors for advertising. 70% of YouTube subscribers indicated that YouTuber personalities have changed the shape of pop culture and 60% of them would buy products based on their favorite YouTuber’s recommendations over TV or movie celebrities. [35] Another survey by ANA (the Association of National Advertisers) indicated that 75% of marketers are using influencers as a key marketing tool and 43% are going to increase their spending on influencers in the next year. “In fact, for every $1 invested in influencer marketing, businesses make $6.50 in revenue according to the latest poll from Tomoson, an influencer marketplace.”[36]
YouTuber Unboxing Video
FOOD GAME CHANGERS 500,000 – 1.8 Million + followers
[33] [34]
CREATIVE
[35] [36]
Studybreaks.com, Breaking News: How Do Millennials Receive Their News?, 2018 Criteo.com, Gen Z’s Favorite Social Networks: Youtube, Instagram, Snapchat, 2018 Forbes.com, The Best Pop-Up Museums To Visit In 2018, 2018 Criticalmention.com, 6 Reasons To Use Influencer Marketing, 2018
13
Guerrilla Marketing Bus Shelter Takeover
GUERRILLA MARKETING Varied, unconventional, out-of-home advertising from threedimensional sculptures to spectacular building takeovers, will drive traffic to the public opening of The MoBB. Each execution suggests the various misconceptions of the strange ingredients inside hot dogs. These outrageous displays are intended to invade public spaces and get perplexed reactions, as well as create buzz and awareness for the shameless museum.
WEBSITE / AR / VR
Guerrilla Marketing Billboard Takeover
Guerrilla Marketing Bus Takeover
Guerrilla Marketing Buzzfeed Online Takeover
During the month-long event, the website will provide a digital experience for those who live outside our top 10 DMAs. This digital experience allows everyone to engage with the museum from their phone, laptop or virtual reality headset. Snapchat AR codes will also be circulated via social media and banner ads on the popular gaming livestream website, Twitch, that when scanned, will take people inside the MoBB exhibition.
MEDIA RATIONALE Millennials and Gen Zers are very dependent on emerging technology because it allows them to consume information while also having personal and memorable experiences, which makes VR and AR a perfect way to reach them.[37] Mihir Shah, co-founder and CEO at Immersv VR Ad Network says, “360 Ads are performing well through our network. We see a view-through rate north of 75% and a click-through rate north of 15% for these units.�[38]
TOTAL COST: $9,930,267.97 TOTAL PAID IMPRESSIONS: 270,862,581 CREATIVE
[37]
Website & AR Experience
Social Media Takeover
Vrglobal.com, VR, AR, -A Formula For Bringing In The Millennials To Your Business?, 2017
[38]
Stopad.io, Overview Of Advertising Trends In Virtual Reality, 2018
14
PHASE III: INFILTRATION
WURST WEDNESDAYS
We’ve called out the bullies and the bullsh*t. Now it’s time to infiltrate. The Wurst Movement will outdo Taco Tuesday—Wurst Wednesday is coming, and Uber Eats is with us. Taco Takeover Billboard
TACO TAKEOVER Wurst Wednesday will be promoted with a series of provocative outof-home and social media ads. These will reference “Taco Tuesday” and position Wurst Wednesday as a bigger and better alternative. Our influencers will also chime in, as our Wurst supporters.
THE BEST OF THE WURST COMPETITION To keep hot dogs top of mind after the summer months, we’ll partner with 8 hot dog restaurants in our top DMAs and challenge them to create a new and outrageous specialty dog to add to their menu every Wednesday in September. Each restaurant will produce a behind-the-scenes video of their crazy hot dog creations and these episodes will play on The Wurst Movement website and social media channels. People will tune in and vote for “The Best of the Wurst.”[39]
Website
Social Media Post
Social Media Consumer Post
PARTNER LOGOS
DOG IN THE WALK
WALKIN’DOG
Free Hot Dog Delivery Box
CREATIVE
[39]
Recode.net, Uber Eats Is The Fastest-Growing Meal Delivery Service In The U.S., 2018
15
UBER EATS PARTNERSHIP
PARTNERSHIP RATIONALE
Through a partnership with Uber Eats in September, people can easily vote for “The Best of the Wurst” to stand a chance of winning one of 500,000 free delicious hot dogs from a participating restaurant near them. Each Wednesday thereafter, a sponsored ad will appear at the top of the Uber Eats app promoting Wurst Wednesday. When clicked, users can choose from all of the hot dog delivery options in their area.
Uber Eats is the fastest growing delivery service in the US with “people spending more time with the app than any other food delivery service in 9 out of the 22 most populous U.S. cities, according to data from Second Measure.”
TOTAL COST: $2,962,054.16 TOTAL PAID IMPRESSIONS: 38,495,565
W AT C H U B E R E AT S I N D R O P B O X
Uber Eats Voting Flow
ONGOING MEDIA
WEBSITE
The website acts as the central domain for all of the events and activities that take place during the length of the campaign. Users participate in the Wurst movement by interacting with the live events that occur in real time, reviewing past events, and are able to view exclusive merchandise for purchase. Following each branded experience, the website changes to reflect the imagery and responsiveness during each phase; while the edgy, fun, and ridiculous tone remain constant throughout the website.
BRANDED ENTERTAINMENT
Branding Entertainment Wurst Diner
WAT CH WURS T DINER IN DROPBOX Website Homepage
The Wurst Movement will release two branded entertainment spots on YouTube that coincide with our first two phases of the campaign. After the baseball stadium takeover, The Wurst Diner spot will combat the bullying hot dogs have experienced. In The Wurst Diner, a man must stand up for his love of hot dogs in the face of a skeptical restaurant. The second spot, Sanctimommies, follows an easy-going mom who combats a group of uppity mothers who criticize her for feeding her child hot dogs. Sanctimommies will be released after the MoBB exhibition opens, and will focus on debunking the myths about hot dogs.
TOTAL COST: $6,003,712.87* TOTAL PAID IMPRESSIONS: 202,035,353 *Includes Website, Branded Entertainment, General Campaign Social Media, Public Relations and Marketing Management, Campaign Testing and Contingency.
CREATIVE
Branding Entertainment Sanctimommies Website Merch
WAT CH SA NC TIMOMMIES IN DROPBOX 16
DMA STRATEGY CRITERIA
TOP 10 DMAS
Our campaign is about debunking the misconceptions and reinstating the truth about hot dogs. In order to do this, we need to make sure the cities and locations we’re activating and advertising in provide the best opportunity for success. Our DMAs were selected using the following criteria:
From our total sample of 45, we narrowed our selection to 10 cities which fit best with our strategy by looking at sources such as the Henry Kaiser Family Foundation and the National Hot Dog and Sausage Council.
1.
Progressive cities with the ability to accept new ideas and change perceptions [40]
1.
Los Angeles, California
6.
Las Vegas, Nevada
2.
Austin, Texas
7.
Seattle, Washington
2.
Cities with Wienerschnitzel locations
3.
Washington, DC
8.
Chicago, Illinois
3.
Cities saturated with our target market [42-44]
4.
New York City, New York
9.
Minneapolis, Minnesota
4.
Cities with niche hot dog types [45]
5.
Boston, Massachusetts
10. Denver, Colorado.
5.
Cities with popular baseball teams [46]
6.
Fast food capitals [47]
7.
Cities with the best pop-up museums [48]
[41]
LOS ANGELES
AUSTIN
WASHINGTON
NEW YORK
BOSTON
LAS VEGAS
SEATTLE
CHICAGO
MINNEAPOLIS
DENVER
PROGRESSIVE CITIES POPULAR REGIONAL HOT DOGS CITIES ATTRACTING TARGET MARKET POPULAR BASEBALL TEAMS WIENERSCHNITZEL LOCATIONS BEST POP-UP MUSEUMS FAST FOOD CAPITALS [40] [41]
MEDIA
[42]
Thedailybeast.com, Fast Food Capitals, 2011 Wienerschnitzel.com, Fast Food Near Me, 2019 Kff.org, Population Distribution By Age, 2017
[43] [44] [45]
Americaninno.com, Educated Millennials Are Flocking To These 5 Cities, 2015 Cnbc.com, U.S. Cities Most Popular For Millennials, 2018 Hot-Dog.org, Regional Hot Dogs, 2016
[46] [47] [48]
Statista.com, Facebook Fans Of MLB Teams 2018, 2018 Thestir.cafemom.com, 20 Top Liberal Cities In The USA, 2015 Forbes.com, The Best Pop-Up Museums To Visit In 2018, 2018
17
MEDIA TIMELINE MAR
BASEBALLTAKEOVER
MEMORY MOMENTS
APR
MAY
JUN
Opening Day
JUL 4th of National July Hot Dog Day
AUG
SEP
OCT
NOV
DEC
JAN
FEB
BUDGET
Wurst Wednesday
Experiential
$4,494,990.84
306,322
Outdoor Buys
$75,000
887,225
Social Media Buys
THE MOBB
$150,000
$1,140,000
Influencer Posts
$243,974.16
23,002,530
Experiential
$6,441,893.81
2,340,691
Outdoor Buys
$3,005,700
25,300,800
$83,960
186,207,080
Influencer Posts
$398,234.16
57,014,010
Uber Eats/ 9 Competitors Partnership
$1,850,000
Outdoor Buys
$450,000
14,000,000
$418,080
1,493,035
Influencer Posts
$243,974.16
23,002,530
Website
$7,141.05
100,132,142
$2,883,109
101,903,210
WURSTWEDNESDAY
Social Media Buys
Social Media Buys
MEDIA
12,258,540
LA Dodgers, Yankees Stadium, Fenway Park/ Tastemade Partnership
Social Media Buys
Campaign Tracking
$208,758
PR, Marketing, and Production
$904,211
Contingency
$2,000,973.82
TOTAL
MEDIA
IMPRESSIONS
$25,000,000 0-50k
50-100k
100k-1m
1-3m
3-6m
547,848,115
6m+ 18
MEDIA MIX
CONCEPT TESTING
Experiential 43.15%
We conducted concept testing with 177 members of our target audience from around the country. People loved the playful, bold, honest tone of the campaign. Here’s what our participants had to say:
VR/ AR 0.02%
“IT’S A DIFFERENT APPROACH AND SEEMS TO BE GOOD AT GARNERING ENGAGEMENT AND PRESS.”
Outdoor buys 14.21% Influencers 2.95% Social/digital/video 11.78% Partnerships 12.03% Merchandise 0.85% Website 0.03%
— Jessica, age 25-34
Ad Words 2.45% Campaign Testing 0.84% PR 1.63%
“IT HAS ELEMENTS OF FUN, HUMOR AND ABOVE ALL, A MASSIVE SHAREABILITY FACTOR.”
Contingency 8.05% Production 2.01%
RETURN ON INVESTMENT In terms of our estimated impressions, we know that these numbers can be easily inflated so we focused on providing accurate media impressions by only using target impressions, industry benchmarks, including ad waste, using realistic earned media formulas, and conservative conversion rates.
MEDIA
MEDIA
TOTAL
Experiential
$10,721,378.93
VR/ AR
$4,479.60
$169,722,695.78
Outdoor buys
$3,530,700.00
Return on Investment
Influencers
$886,182.48
Social/digital/video
$2,925,169.00
Partnerships
$2,990,000.00
547,848,117
Merchandise
$211,506.12
Paid Media Impressions
Website
$7,141.05
Ad Words
$609,500.00
Campaign Testing
$208,758.00
PR
$404,211.00
Contingency
$2,000,973.82
Production
$500,000.00
753,831,794
TOTAL
$25,000,000.00
Total Impressions
205,983,677 Earned Media Impressions
— Keith, age 25-34
21+40+2874
After viewing this campaign, participants ranked their attitude towards hot dogs as a 3.91 on a scale of 1-5 with 5 being the most positive. How likely would you be to purchase a hot dog after viewing this campaign? Extremely likely 21% Somewhat likely 40% Neither likely or unlikely 28% Somewhat unlikely 7% Extremely unlikely 4%
And they ranked the following Wienerschnitzel brand values as the most well-represented in our campaign: Heritage of Uniqueness:
94% VERY OR EXTREMELY WELL Playfulness:
76% VERY OR EXTREMELY WELL Openness:
62% VERY OR EXTREMELY WELL 19
EVALUATION MEDIA OBJECTIVES ELEVATED POSTITIVE PERCEPTONS Increase positive perceptions about the hot dog.
ACTIVE ENGAGEMENT [49-54] Create activations and experiences that engage our target market and create the desire to actively participate.
SOCIAL SENTIMENT Create campaign virality and increase social media mentions about hot dogs.
HOT DOG SALES INCREASE Increase the amount of hot dogs bought throughout the country.
Using the latest cutting edge measurement tools, we can not only track metrics like event attendance, website clicks and hashtag mentions, but also the positivity levels in consumer’s posts, social sentiment towards our campaign and the hot dog industry, and dwell time during
our VR/AR experiences. Using facial recognition technology at our experiences, we can even track the number of smiles on people’s faces. We’ll use this data to optimize retargeting and reallocate our budget into higher performing media channels.
KEY PERFORMANCE INDICATORS
MEASUREMENT TOOLS
• Number of people who hold positive views about hot dogs. • Increase in number of people over time who hold positive • views about hot dogs.
Quarterly focus group testing [57]
• • • • • • • •
Number of emails and social handles collected at each event. Number of participants at each activation. Length of time each participant stays at each activation. Number of smiles per person at each activation. Number of swag items given away at each event. Number of social shares, mentions and engagements after each activation. Crowd count over time Dwell time during VR/AR experiences
Luxand Face SDK [58] – a facial recognition software which records a multitude of information from events including appearance-based info, facial expressions and time spent at each location.
• • • • • • • • • • • • • •
Total page visits to the campaign website. Duration of each session of the campaign website. Number of uses of campaign hashtags. Number of social media page views for the campaign. Number of campaign mentions. Number of followers on the campaign’s social media platforms. Growth rate of followers on the campaign’s social media platforms. Number of Snapchat geofilters used. Number of impressions for each post. Number of likes, comments, shares on the campaign’s social media posts. Video ad engagement. Engagement rate of social media posts from paid Influencers. Number of positive social media mentions about hot dogs. Number of uses of hot dog emoji on social media platforms.
Keyhole [56] – a social listening software that tracks brand sentiment, positivity of online posts, influencer impact, consumer insights, growth and engagement.
• • • • •
Retail hot dog sales per quarter. Retail hot dog sales per year. Wienerschnitzel hot dog sales per quarter. Wienerschnitzel hot dog sales per year. Growth rate of hot dog sales on Wednesdays.
TOTAL COST
Facebook analytics, Instagram metrics, Snapchat Metrics
$$$
Quarterly financial reports Uber Eats sales data + analytics
$208,758 [49]
[50]
MEDIA
Google Analytics 360 [55] – keeps track of all data from our website and social media accounts, linking together Facebook analytics, Instagram metrics, Snapchat metrics, YouTube ad metrics, and Twitter metrics.
[51]
Limelightplatform.com, 11 Experiential Marketing Kpis To Drive Campaign Success, 2018 Marketingland.com, 6 Of The Best Social Listening Tools For 2019, 2018 G2crowd.com, Best Social Media Monitoring Software In 2019, 2018
[52]
[53] [54]
Streetadvertisingservices.com, Measure The Success Of An Experiential Marketing, 2017 Medium.com, Experiential Marketing Is The Next Big Thing, 2018 Blog.Hootsuite.com, 18 Social Media Kpis You Need To Track To Measure Success, 2019
[55] [56] [57] [58]
Impactbnd.com, Is Google Analytics Free?, 2017 Keyhole.co, Event Monitoring, 2019 Nngroup.com, Cost Of Running A Focus Group, 1998 Luxand.com, Detect And Recognize Faces And Facial Features, 2019
20
