Einstein Bros. Bagels
To drive trial of new, limited-time offerings, we decided to change breakfast from functional to fun. The campaign began with point-of-sale and digital ads followed by mobile downloads of breakfast-inspired Wake-Up Alarm Tones (coffee percolating, bacon sizzling, eggs frying, rooster crowing). Consumers who downloaded got a free coupon.
Next came the debut of a cheese and bacon scented hair care line (not a typo!). We created a mock-infomercial and an ecommerce site so people could “Look incredible and smell edible.” Each order came packaged with a traffic-driving bounce back coupon to redeem in-stores. In addition to driving more than 2,700 alarm tone downloads, millions of media and social media impressions, the limited-edition shampoo and conditioner sold out within hours, prompting a replenishment order to fulfill consumer demand.
