Jamba Juice - "Swishy Chug: The Fake Brand That Led to Real Results. "

Zimmerman Advertising Ft Lauderdale, 美国

奖项

19112

品牌: Jamba Juice
国家: 美国

广告主: Zimmerman Advertising

标题	Swishy Chug: The Fake Brand That Led to Real Results.
广告公司	Zimmerman Advertising
广告战役	Swishy Chug
广告主	Zimmerman Advertising
品牌	Jamba Juice
首次发布日期	2016 / 2
行业领域	果汁及水果饮料
剧情简介	On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. How did we respond? We came back with a prank of our own.
哲学	On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. The highlight was when Adele said there was something similar to Jamba Juice in England called “Swishy Chug,” which was a made-up name. The video was posted on Ellentube in the morning and would air on national Television in the afternoon. So we had to act quickly. Solution We came back with a prank of our own and created the Swishy Chug Brand. By the time the segment aired on The Ellen Show, we had built the brand from scratch including a logo, a website, a tagline, a look & feel, 5 signature smoothies, and even a Twitter account with a brand voice. When the Internet lit up with conversations about Jamba Juice and Swishy Chug, we were ready with a team of community managers to keep the conversation going and promote our smoothies.
问题	How do we respond in real time to a prank and turn it into an opportunity to promote our smoothies without a budget?
结果	+3.4 Billion impressions +$10 Million Earned Media +1200 Publications +400% Engagement +62,000 unique conversations Sales increased by 32% on the day of activation, then sustained a 19.33% average increase over a 2-week period. YTD, sales went from –2.08% to +2.62% — for a swing of 4.7%.
媒体类别	案例研究
长度	120 seconds
更多信息	swishychug.com/casestudy
文案	Vinny DeAraujo
创意总监	André Felix
美术指导	Sebastian Fernandez
美术指导	Victor Reiss
创意总监	Jesse Potack
创意总监	Xionel Lopez
文案	Jeff Schermer
首席创意官	David Nathanson