Otro absurdo concurso americano
To announce the launch of three new sandwiches by the restaurant chain, VIPS, targeting a younger audience.
In November 2015, the restaurant chain VIPS launched three new specialities, bringing authentic ingredients from American cuisine to Spain. The Kansas Sandwich, the Alabama BBQ Sandwich and the Indiana Sandwich.
To present them, we created «Otro absurdo concurso americano» (Another absurd American contest) A competition offering you the chance to win a trip to the West Coast of the USA. In order to participate, you had to record a video of yourself eating one of the sandwiches while spelling out words in English with your mouth full. An American absurdism, right?
We created the website otroabsurdoconcursoamericano.com, a campaign video and, as we wanted to be sure to reach a younger audience, we used four videos of four Youtubers, which helped us to invigorate the initiative. The Youtubers chose 10 participants to take part in the Grand Final, an event we organised in one of our restaurants to decide who was our WINNER OF Otro Absurdo Concurso Americano.
Based on typical American spelling contests, i.e. the spelling bees, and breaking the codes of good conduct, our campaign achieved over 350,000 views and we exceeded the client's target by 133%, as well as the brand achieving a hugely positive impact among followers of Vips