Checkers & Rally’s The Great Spud Sacrifice
For National French Fry Day, while every other QSR brand was cheerfully posting pretty pictures of fries and coupons, we wanted to set our brand apart.
So we went dark. Not the abstinence from social media kind of dark. The creepy weird dark. Because Checkers and Rally’s famous seasoned fries have a cult following, we created the most delicious death cult ever. Introducing, The Great Spud Sacrifice. A completely organic social campaign controlled by our fans on Twitter. Filmed in the basement of Fitzco with the lowest of low budgets. Thankfully the snuff film aesthetic worked for us.
First, we released three teasers to encourage our viewers to tune in on National Fry Day.
Then on National French Fry Day, people could vote how our potatoes would die via Twitter polls.
Our most engaged cult members were rewarded with direct mailers.
RESULTS
The Great Spud Sacrifice got a 360% increase in share of voice, was the 2nd most talked about fast food brand around the holiday, and our engagement rate was 275% above QSR benchmark.