Outstanding Social Media Campaign

Steers one of South Africa's leading fast food franchises recently launched their range of Hero Steak Rolls via an integrated campaign built around the idea that the food was so delicious that consumers would forsake their childhood heroes. Yes, not even the awesome Chuck Norris could measure up to this offer!

The digital brief had to answer the following objective: Steers wanted to thank their Facebook fans for their support and give them a little something back.

The digital execution evolved from the original campaign idea into the following: “Surely if I eat the new Heroes Steak Roll I must be a Hero myself?”

So how could we help Steers fans realise their inner-hero?

Step 1: Every Hero needs a good super-name and backstory. Steers followers used a special hero-name generator application to create their own unique super hero name and origin story.

Step 2: Users where given the opportunity to share their backstory with their extended network and enter themselves into a lucky draw. Three winners were selected each week (for four weeks) and we commissioned an illustrator to sketch them up as Super Heroes based on their Facebook profile photo. Winners received an original signed copy of the drawing, as well as digital versions of the creation, which they could they use as their Facebook profile pictures.

The campaign delivered a total of 16 drawings from1443 entries. Although it wasn’t a core objective, the campaign also grew the Steers fan base by 1046 new members.

Contributors:

Account Manager:	Sarah Muller
Copywriter:	Jacquie Evans
Creative Director :	Jonathan Merry
Designer:	Jonathan Merry
Developer:	Theo Bohnen
Illustrator:	Sean Izaakse
Strategist:	Werner Puchert

TBWA \ TEQUILA JHB \ NXT

Location: South Africa