TOTAL MEDIA REACH FOR MANCHESTER LAUNCH
PIECES OF COVERAGE ACROSS RADIO, PRINT, ONLINE AND SOCIAL
COVERAGE HIGHLIGHTS INCLUDED MSN, GOAL.COM AND MANCHESTER EVENING NEWS
What was the challenge?
As part of its LIVE GREATNESS campaign, in partnership with global soccer legend Lionel Messi, Hard Rock Cafe had created a special ‘Messi Burger’, featuring the football star’s favourite ingredients. Launched simultaneously across the world, cab campaign was challenged with making some noise in Manchester’s busy food and drink scene - especially given that Messi plays for Paris St Germain and not City or United.
Based on our knowledge of the local media and previous campaign experience, we tailored not only the templated release (namechecking local idols De Bruyne and Ronaldo), but inviting press and influencers to experience, film and taste the burger for themselves through exclusive invitations to fit in with their busy schedules.
As well as our Manchester media contacts, we cast the net out further and included a wider NW press list, as well as targeting football titles who might be interested in the Messi link.
"The campaign was successful and truly engaging, delivering interaction beyond expectations with cab campaign outside of the net approach. Football is a huge part of Manchester culture, and the Messi Burger was a unique opportunity to showcase what we do in collaboration with one of the sport's iconic stars. It gave us the ability to reach out and talk about Hard Rock from a different perspective, but showcasing one of the attributes of our brand, a fantastic burger!"