CHALLENGE
SOLUTION
In 2016, we brought back the pedicabs but added a little more pizazz to them. We hired a local sculptor to create 3D fries to be placed on the pedicab (renamed the #FryRide). Riders were instructed to take a picture on social media and tag it #FryRide for a chance to win a Whataburger-customized bike.
We set the bar high after our strong showing at SXSW in 2015. With client expectations high (and facing the same limitations as the year before), we were asked to once again get folks talking about Whataburger at SXSW.
SOLUTION
In 2016, we brought back the pedicabs but added a little more pizazz to them. We hired a local sculptor to create 3D fries to be placed on the pedicab (renamed the #FryRide). Riders were instructed to take a picture on social media and tag it #FryRide for a chance to win a Whataburger-customized bike.
RESULTS
While I usually use metrics to talk about results, I think the true success of this activation is better explained by the reaction of a QSR competitor. Not to name any names, but a SXSW Super Sponsor who I will refer to as the "Golden" boy took exception to the fact that Whataburger was getting press and buzz for the #FryRides despite their $1 million plus sponsorship. As a result, they contacted the pedicab company to see if an "arrangement" could be made: either (A) purchase the whole pedicab fleet at a premium price or (B) pay a price to make sure that the Whataburger pedicabs did not service the downtown SXSW area. Needless to say, it felt like a win when a competitor that spent 100 times more was nervous about being overshadowed.
