Category: Titanium and Integrated
Advertiser: SONIC DRIVE-IN
Product/Service: FAST FOOD RESTAURANT
Agency: GOODBY SILVERSTEIN & PARTNERS
Executive Creative Director: Margaret Johnson (Goodby Silverstein & Partners)
Copywriter: Mitchell Gage (Goodby Silverstein & Partners)
Art Director: Kristin Graham (Goodby Silverstein & Partners)
Art Director: Patrick Knowlton (Goodby Silverstein & Partners)
Copywriter: Steve Payonzeck (Goodby Silverstein & Partners)
Copywriter: Pete Harvey (Goodby Silverstein & Partners)
Executive Producer: Elizabeth O'toole (Goodby Silverstein & Partners)
Producer: Matthew Winks (Goodby Silverstein & Partners)
Executive Interactive Producer: Ellie Hardy (Goodby Silverstein & Partners)
Senior Interactive Producer: Margaret Brett-Kearns (Goodby Silverstein & Partners)
Senior Print Producer/Art Buyer: Alisa Latvala (Goodby Silverstein & Partners)
Group Account Director: Leslie Barrett (Goodby Silverstein & Partners)
Account Director: Hermon Ghermay (Goodby Silverstein & Partners)
Account Manager: April Won (Goodby Silverstein & Partners)
Junior Brand Strategist: Nathan Manou (Goodby Silverstein & Partners)
Senior Communication Strategist: Jasmine Clark (Goodby Silverstein & Partners)
Web Developer: Matt Hoover (Matt Hoover Design/Inc.)
Director (TV/Live Action): Clay Weiner (Biscuit Filmworks)
Director (TV/Food): Trevor Shephard (Woodshop)
Chief Executive Officer: Josh Mchugh (Attention Span Media)
Media placement: Webfilm: Unitard/Guys Getting Arrested - Those2guys.me, Youtube.com - 10 February 2012
Media placement: Webfilm: Chickens Going Wild - Those2guys.me, Youtube.com - 10 February 2012
Media placement: Webfilm: Call With CEO Cliff Hudson - Those2guys.me, Youtube.com - 15 February 2012
Media placement: Event: Protest For Two Guys Return - Sonic Drive-In In California - 21 February 2012
Media placement: Site: Those2guys.me - those2guys.me - 21 February 2012
Media placement: Spot: Launch Spot - History, NBC, A&E - 27 February 2012
Media placement: Radio: Presential Sweet Potato Tots - ClearChannel Wildspots - 27 February 2012
Media placement: Game: Popcord Chicken - those2guys.me - 27 February 2012
Media placement: Spot: Pop Ups - ESPN, CBS, ABC Family - 12 March 2012
Describe the campaign/entry
This entry encompasses the reintroduction of the 'Two Guys' campaign from SONIC Drive-Ins. The Two Guys had been off the air for a few years and were made to earn their jobs back by showing their former employer how badly they wanted those jobs and by rallying fan support across multiple media channels. By reaching out to everyone they could with their own brand of homespun humour, the Two Guys created serious momentum and hit the ground running when their campaign was officially relaunched.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began with a series of faux homemade 'rogue videos' in which the guys made ham-fisted attempts at producing their own commercials. The videos were seeded through YouTube via established fans of the original campaign and through the guys’ own no-frills website. Facebook, Twitter, and LinkedIn were incorporated to rally support for their re-employment. Protests were staged at SONIC locations and on the Today Show. A petition was signed. It all culminated in a 60-second launch commercial announcing the Two Guys’ triumphant return as the official spokesmen of SONIC Drive-Ins. Now back in the saddle, they were free to continue with a campaign of fresh revamped TV and radio spots for the whole range of SONIC products.
Give some idea of how successful this campaign/entry was with both client and consumer
In the end, the Two Guys made over 20m social and PR impressions in 2 weeks, garnered hundreds of thousands of dollars worth of free press and got thousands of followers to help them win their jobs back. For SONIC it was a win too. Without an increase in spending, they achieved a 10% jump in ad awareness and a 3% sales increase in a month where sales were projected to be flat or negative.