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🔴 🟡 🟢 Case Study: Scotiabank
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Bob’s Burgers

A recipe for social strategy paired with an exclusive event to promote Bob's Burgers: The Movie. Three cities, three experiential events to promote Bob’s Burgers: The Movie.


“We make three burger joints look like bob’s burgers. Fans eat it up? Yes. Yes they do.”




The Ask

Promote the 2022 release of Bob's Burgers: The Movie with a unique social strategy and
experiential event.
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ALT TEXT: That’s actually pretty succint. What Guy said.



The Problem

Stiff box office competition will hinder awareness of release. Additionally, the pandemic has
scuttled the films production and original release window.
ALT TEXT: This film is prolly gonna tank at the box-office.

The Insight

When someone struggles against the odds and comes out victorious, it renews our faith in the world and gives us all a bit of hope. That's why we enjoy a good underdog story: we want the world to be a just and fair place, to know that everyone has a shot at success. Throughout the
pandemic, some of the biggest underdogs of them all have been small, family-run restaurants which have struggled to survive. Social listening reveals that people are keen to support such
establishments.
ALT TEXT: Small businesses have taken an ‘L’ during the pandemic and people really don’t like that.

The Solution

A social campaign paired with an experiential event. To celebrate the release of the film, we'll partner with three family-run restaurants across North America to promote both our movie and their businesses to create an exclusive experience.
ALT TEXT: There’s gotta be at least three family-run businesses similar to Bob’s Burgers we can celebrate.

The Tactics

  1. Announce campaign rollout across social media channels via promoted hero video in concert with paid and organic posts, partnerships with micro & mid-tier influencers, and character takeovers of Twitter/IG accounts.

  2. Launch dialogue with fans by employing enticing CTAs across social to select winning VIPs to attend the event.

  3. Hold three simultaneous exclusive events in three family-run establishments, complete with free movie-themed meals, cosplay, photoshoots, and giveaways.

  4. Flash sales of exclusive merchandise will exist on social to activate fans using time-sensitive
    CTA posts.

  5. Seed documented results through channels with a holistic integrated campaign with targeted ad buys and organic posts.

  1. Flood social, but not in an annoying way.





  2. Talk to the audience, pick winners.



  3. Party up!




  4. Sell promo merch online (while supplies last!)


  5. Spread the joy and success on social.


The Expectation

The campaign will drive awareness of the film release, achieve an increased engagement rate on social media, and earn back its production and marketing budget.
ALT TEXT: More people know about Bob’s Burgers: The Movie!