Hungry Jack’s once again taps social media to promote Stunner meal deal in new ‘The $5 Experiment’ via Clemenger BBDO, Sydney
Fresh off the back of its Scoopon deal which smashed records with 675,000 Whopper vouchers sold, Hungry Jack’s has again turned to digital media to source every element of a new TVC heralding the return of the Stunner meal deal.
To highlight the value of the Hungry Jack’s $4.95 Stunner deal, Clemenger BBDO, Sydney created a digital media-led campaign branded ‘The $5 Experiment’.
Clemenger group account director, Justin Cox, said every component of the new TVC was sourced for just $5 a piece: “It was because of the discovery of Fiverr.com that the concept was really brought to life,” he said. “Fiverr.com attracts thousands of people from around the world who are willing to do weird and wonderful things for only $5.”
“It could arguably be one of the most cost-effective TVCs ever created, with everything from the voice-over artist, stunt work, animation and various talent costing no more than $5 each,” Cox said.
Along with sourcing services from Fiverr.com, Hungry Jack’s also reached out to social media fans to source one of its TVC stars, Axel the dog, with the owner rewarded $5 for Axel’s image,” he said.
Hungry Jack’s national marketing director Jim Wilson said with so many Facebook fans asking for the return of the Stunner, it was logical to request a component for its TVC from the brand’s 202,000 Facebook followers.
“Demands for the return of the Stunner deal were a constant among our Facebook fans, with a weekly average of 70 online requests, and it was logical for us to deliver on that,” Wilson said.
“The Stunner was first introduced in 2007 and was extremely popular due to its great value. The $4.95 Stunner deal includes a cheeseburger or chicken burger, Coke, fries and a sundae,” he said.
The $5 Experiment has caused a spike in Hungry Jack’s social media engagement levels, reaching over 246,000 consumers, generating considerably more talk among Facebook users in the first week of The $5 Experiment and attracting thousands of new Facebook fans and YouTube video views.
Wilson said social media was now critical to the Hungry Jack’s brand, allowing it to receive instant customer feedback. He said Hungry Jack’s Facebook fan base had grown by 60 per cent since June last year.
The Hungry Jack’s ‘The $5 Experiment’ TVC will air from today nationally.
Agency: Clemenger BBDO, Sydney
Creative team: Baz Baker and Chris Pearce
TV Producer: Jonathan Gerard
15 Comments
Poor terrapin! that sign on his back would of cost the studio head hours and resource more than $5!
I’ll give HJ’s $5 when they get 2,000 hits on YT.
This is such a great idea. The voiceover guy was my favourite. So unexpected.
Cool.
I know people will say this comment is out of date, but really does facebook likes really translate to bags more cash going through the till? Obviously Fb works a treat for some campaigns but I think it just doesn”t carry weight for most brands HJ”s included.
I can”t honestly say I”ve ever added a company then purchased something because of that diluted friendship/interaction. If I”m wrong please educate me.
Crowd sourcing gone bad.
I like it. Nice work old bastards.
Rolled gold. Pearcey this is on a par with Hahn. And that was brilliant.
Good idea, but because the production budget was $5 it looks fucking shite.
I love the idea of this but my gut feeling is with doubter guy. I just can’t see how likes translates to sales in this category. BUT it’s cheap so I guess they can be speculative.
If this is where advertising is headed, god help us all!
http://fiverr.com/
Not sure about HJ’s, but Macca’s has roughly 300 K fans on FB. They get between few hundred and a thousand likes every time they post a decent topic. So how important is that in terms of $ through the register?
It’s not. They get 1.2 million people plus coming through their doors in Australia everyday and parting with cash. So any FB promo contribution to sales is totally negligible.
Agree with doubter, thanks you make a valid point.
http://fiverr.com/