Swipe Up for a Burger at Your Doorstep

Ever wish you could have that beautiful burger you see on Instagram… brought to you immediately? An agency out based out of Brazil (named Africa) is deploying a new social campaign for Heinz: ‘Irresistible Posts’ where they seek to make this possible.

In Sao Paulo, Instagram users who are searching the Stories section in the early afternoon receive a targeted video of a delicious burger prepared by a local restaurant chef. At the end of the video, the chef appears onscreen and tells the user to swipe up to have this exact meal sent to them. Once the user fills out their location details, the burger is brought to their doorstep. Where does Heinz come in? It is delivered in a personalized box created by Heinz – which conveniently includes several of their condiment products.

Heinz has not announced if they plan to expand the campaign outside of Sao Paulo.

See video!

Why it’s sizzln’ hot: Not only does this activation play upon the extremely relevant #foodporn Instagram trend, but this is a strategic play for Heinz. By being the behind-the-scenes partner that helps users fulfill their cravings (and add to them with their condiments), they are becoming a more relevant and reliable brand that provide more than just the add-ons. Additionally, next time these users think back to the best burger they’ve had – they will associate Heinz with that positive, memorable, and tasty experience.

Source: PSFK

It’s Late and You’ve Got the Munchies. Lyft and Taco Bell Have an Idea.

Taco Bell has, quite literally, found a new marketing vehicle, and its name is Lyft.

The fast-food chain is beginning a venture with the ride-sharing company this week that will allow Lyft passengers to request rides that incorporate a stop at a Taco Bell drive-through between 9 p.m. and 2 a.m.

The companies will test the option, which will appear as “Taco Mode” in the Lyft app, during the next two weeks around a Newport Beach, Calif., location, with plans to expand the program nationally next year.

It’s an attempt to tap into the trend of young people increasingly car-pooling through apps like Lyft and its larger rival Uber, particularly on nights out with friends. While Taco Bell offers delivery to customers and advertises the locations of its restaurants through the navigation app Waze, partnering with a ride-sharing company represents a new type of “experience innovation,” said Marisa Thalberg, Taco Bell’s chief marketing officer.

“I kind of think of this like inverse delivery — like we’re delivering you to Taco Bell,” she said in an interview. “You’re being delivered to the food as opposed to having to get in your own car and drive.”

As it stands, Lyft and Uber do not have stated policies about how drivers should handle passenger requests to swing by fast-food drive-throughs, though the question regularly pops up in online discussion forums for drivers.

“Several times I said no to food and they ask why and I explained what the last idiot did of making a mess and each time the present idiot would promise to not make a mess, spill, waste, etc. then they do it anyway!” one Uber driver wrote in an online forum.

Ms. Thalberg said her company had seen “a bunch of funny tweets” and other social media posts from hungry passengers on the topic, which got them thinking about a potential partnership with Lyft.

Taco Bell is not paying Lyft for the deal, which has been in the works for almost a year, Ms. Waters said. The companies are looking at the venture as “cocreating an experience together,” which cannot be evaluated the way one might look at traditional marketing efforts like television commercials and billboards, she said.

“Marketing today is so much about customer experience, not branding and advertising,” she said. “We’re really evaluating it from a surprise and delight for our consumer bases with a program like this and both meeting in the middle and developing it on both sides.”

Source: NY Times

Why It’s Hot

  • Uber used to be the partnership king, but perhaps their recent debacles have had brands thinking twice about their ride partnerships
  • Audience understanding  — experiences, not products — is the way to go.
  • It’s interesting to see how ride share, ride hire industry expands through partnerships and innovations to “own more of the user.”

I’ll have chicken with a side of animatronics please

To celebrate National Fried Chicken Day, Kentucky Fried Chicken is bringing founder Colonel Harland Sanders to the drive-thru experience as robot chicken-expert H.A.R.L.A.N.D. (Human Assisted Robotic Linguistic Animatronic Networked Device). H.A.R.L.A.N.D. is a state-of-the-art voice modulator system that gives drive-thru customers the experience of ordering from an animatronic Colonel Sanders head that speaks in the voice of Colonel Sanders.

The animatronic uses speech recognition, artificial intelligence technology and text-to-speech techniques to repeat whatever the drive-thru operator speaks so customers can have unique and interactive conversations with the “real Colonel Sanders”.

In short, it’s a megaphone disguised as a Colonel Sanders head. A very cool one.

Why it’s Hot:

  • Revamped the drive-thru experience, which has remained unchanged for quite a while
  • Continues the trend of Tech being the new Advertising
  • Cleverly launched during a relevant moment for the brand (Fried Chicken Day)
  • Chances are this is not a one trick pony, but a step to replacing human employees with Colonel Sanders heads

McDonald’s Refreshes ‘I’m Lovin’ It’

McDonald’s pushes global harmony hard in its new brand campaign, which refreshes the long-running “I’m lovin’ it” tagline by putting more focus on the lovin’. The spot is called “Archenemies,” and features pop-culture foes suddenly finding peace.

McDonald’s has never really leaned that hard into the idea of love— often focusing on the “I’m” and “it” parts of the line instead of the “lovin’ ” part. But the brand thinks the time is right for a shift.

“We recognize, and our customers do too, all the negativity that surrounds daily life and we are choosing to celebrate lovin’ more,” it says in a statement. “McDonald’s is in a unique position to use its scale to bring back the positivity with more uplifting content and conversations in the lovin’ spirit.”

The brand feels like it’s on to something here. The refresh will include new uniforms, new packaging, new signage in restaurants and a new focus on being more responsive in social media—which is in line with the transparency campaign it’s been running lately.

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Why It’s Hot

McDonald’s, a brand that still doesn’t allow fans to post on their Facebook timeline, is finally taking a step back and understanding the importance of transparency, authenticity and actually listening to what its consumers are saying. The fast-food chain is moving from a philosophy of billion-served to billion-heard,  in order to evolve with customers. As the brand is experiencing a difficult time – declines in sales and facing a new type of more ecologically minded customer – can this brand transformation be its saving grace? It sounds like the brand has a few tricks up its sleeve, especially with a return to the Super Bowl with a 60-second commercial that “will reveal a big idea.” Only time will tell if the fast food chain can turn “lovin'” into sales.

McDonald’s Has a New Mascot

As if Ronald McDonald wasn’t scary enough, McDonald’s introduced it’s new mascot this past Monday and it’s nothing short of terrifying (see below). And although McDonald’s says “Happy” was created to bring “fun and excitement” to its children’s meals, social media thinks otherwise.

Happy

We’re all aware how ridiculous the internet can be, and this week the people didn’t fail to bring the hilarity. From comments like “It’s the meal that eats you” and “I didn’t want to sleep tonight anyways, it’s cool,” it’s quite clear McDonald’s fell short in their approach.

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However, in the midst of people hating on the animated red Happy Meal box, with its rows of large white teeth and beady eyes, McDonald’s is set to introduce Happy to the world. McDonald’s spokeswoman Lisa McComb said, “Social media is a great place to have a conversation and express an opinion, but not all comments reflect the broader view.”

Only time will tell if Happy bids well with McDonald’s global customer base. For now, though, have at it internet!

McDonald’s Turns Fries’ Packaging into Virtual Reality Soccer Field

The World Cup is almost upon us, and official sponsor McDonald’s is launching a huge global effort that features new fry boxes that allow you to play and an augmented-reality app called McDonald’s Gol!

Beginning May 26, the chain will — for the first time — change its medium and large fry boxes globally for the promotion, offering 12 different World-Cup-themed designs featuring work from artists commissioned from around the world. The fry boxes will also serve as the entry point for an augmented-reality game on the app.

The app essentially turns the packaging into a virtual reality soccer field, where players try to flick a ball into the fry box, which serves as a goal. The game also uses other real-world objects in view as a way to bounce the ball off them to avoid increasingly difficult obstacles. Points are scored by bouncing off or moving the ball around the obstacles. Points are tallied by country, and players can share their scores via social media.

App:

First promo commercial:

Why it’s HOT:

Seeing one of the biggest and most recognizable brands embrace the World Cup by updating their packaging to include an interactive augmented reality game is VERY HOT. Especially knowing that this is the first time in McDonald’s history that they’ve changed their french fries packaging makes it even more special. As a consumer, I’m going to go to McDonald’s and try out this game on my own smartphone! As far as McDonald’s is concerned, this is exactly what they wanted.