National Student Advertising Competition (2018-19) - Tallahassee, Florida

Wienerschnitzel:

Advertising students around the country got a unique ask: to elevate the image of the hot dog and increase primary demand in a year-long campaign sponsored by Wienerschnitzel. Florida State University’s Arrowhead Advertising team did just that and more.

During our multi-faceted research development phase, I led the curation of a survey that garnered 1k+ respondents, which assisted in the creation of our Big Idea. Once “Crave More” was born, I pushed the social and digital strategy to the forefront of the campaign. We kick our campaign off at the Super Bowl, starting with an influencer strategy tease that covers our strategic target’s most prominent cravings.

As the Crave More campaign progresses, the social strategy hones in on strengthening a brand presence in the digital sphere that piques the audience’s interest in how to crave more out of life. The digital strategy similarly applies this technique by incorporating digital marketing through channels that intuitively make consumers crave more. For example, we mocked up an Amazon Alexa skill that asks consumers to explore their city by choosing their own adventure - and there may be a hot dog stand on the way.

TLDR; Please see page 7 for the socially-led campaign kick-off, page 10 for the ongoing social plan, and pages 11-12 for an in-depth look at our digital strategy and mock-ups.