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
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