2020 Winner

CASE SUMMARY

Burger King is known for its burgers, not for its nuggets. To drive excitement for the latter during Halloween, the QSR worked with OneMethod to bring customers “Ghost Nuggets,” a bonus set of phantom nuggets with every purchase of a 10-piece deal. The campaign was promoted through social videos and an official Ghost Nugget website, a séance video whose goal was to “summon” the imaginary nuggets, a spirit board (that doubled as a tray liner) to “communicate” with them, and a gallery that featured containers and hands with nothing in them. The unreal promotion drove real results, including a 176% lift in brand engagement and a 2.4% lift in purchase intent.

Credits

Amin Todai: CCO
Dan Strasser: CD
John Hotts: ACD
Lisa Phuong: AD
Anna Mai Yee: Copywriter
Cameron Harapiak: Designer
Josh Melfi: Program Director
Naomi Sklar: Project Coordinator
Michelle Pilling: Executive Producer
Thomas Shaddoff - Media Director
Eugene Makhouleen - Associate Analytics Director
Kristina Kosa - Social Media Manager
Rebecca Milner - Community & Content Manager
Vincent Luu - Programmatic Campaign Manager
Jamie Kaiser: Editor/Director/Creative Technologist
Daniel Rankin: Line Producer
David Hy: Display Ad Developer
Finlay Braithwaite: Audio Editor
Pierce Desrochers-O'Sullivan: Key Grip
Client: Pratik Mehta, Nicholas Hansen