Bask in the Unexpected
Some type of sub-title
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At 22Squared this Summer, we were given an intern project that required us to create a hypothetical campaign from start to finish and stay within $2 million media budget. Working with the other intern from different departments, I really learned what goes into bringing a campaign to life. Our brief was to refresh Baskin Robbins for women aged 18-35 and the most important idea to communicate was that Baskin Robbins makes your day more exciting. That's where we came up with Bask in the Unexpected. The idea that Baskin Robbins makes your day more crazy, awesome and exciting. Our campaign includes a social aspect through twitter and instagram. A promotional event, 2 web banners, 2 Guerilla pieces a pandora takeover, print ads and a radio spot, all fitting within our media budget of 2 mill.
Credits to all the amazing interns this Summer
Louie Zuniga - Creative
Krista West - Media
Natalie Weiffenbach - Campaign Management
Sara Miller - Brand Planning
Caitlyn Conte - Media
Credits to all the amazing interns this Summer
Louie Zuniga - Creative
Krista West - Media
Natalie Weiffenbach - Campaign Management
Sara Miller - Brand Planning
Caitlyn Conte - Media
Event
Social Media
Instagram would be a driving factor. Using the #baskintheunexpected people could post about the unexpected things that happen during their day.
There would be a landing page for the hastag on twitter. It would collect instagram images and tweets. It would allow Baskin Robbins to interact and reward users for participating. This can be seen in the image where Baskin Robbins rewards one user with free diving courses for 2 people because his image fits with their Splish Splash flavor.
Our target audience spends most of their time listening to music on pandora. This pandora takeover would contain a widget that once clicked, would add an unexpected song to their playlist, getting them to try something new.
Web Banners
Leaderboard Web Banner. This banner would expand to reveal a toolbox that users could then use to add an unexpected twist to the story on the page.
This banner would start off animated and then require the user to click repeatedly. This is a short animation to demonstrate how the banner would work, with each change being caused by a click from the user. The banner would last longer until random objects filled the entire screen, but for your sanity we kept it short so you get the idea. Finally the user would be rewarded with a coupon.
Guerilla
This guerilla piece would be found in downtown areas and would be a styrofoam wrench attached to a hydrant. It would come with a banner saying "This opportunity bought to you by Baskin Robbins." On the underside it would have "inspired by our Wild 'n' Reckless flavor. #baskintheunexpected"
This guerilla piece is a styrofoam diving board located over a fountain. Like the hydrant, there would be a banner accrediting Baskin Robbins, however this banner would say "Inspired by our Splish Splash flavor"
Print
This print ad would be used in areas not hit by the machine, guerilla or radio pieces. It would be purely promotional to stir interest. The background would contain the instagram images for the #baskintheunexpected and the copy would just encourage users to join in. To have maximum impact we would place it in malls and movie theaters.
