Ruby Tuesday - "Restaurant Go Boom"

BooneOakley

BooneOakley Charlotte, United States

9625

Brand: Ruby Tuesday
Country: United States

Advertiser: Ruby Tuesday, Inc.

Title	Restaurant Go Boom
Agency	BooneOakley
Campaign	Restaurant Go Boom
Advertiser	Ruby Tuesday, Inc.
Brand	Ruby Tuesday
Posted	December 2008
Business Sector	Restaurants & Fast Food
Story	Ruby Tuesday, an American restaurant chain with over 700 locations and 26,000 employees, wanted to demonstrate how it was blowing up old ways to make way for the new. In an online campaign and companion countdown website, the chain promoted that it would explode the last remaining "old" Ruby Tuesday. Teaser viral videos created such a buzz that it overloaded the website servers. At the moment of reckoning for the chosen Ruby Tuesday restaurant location, a live shot was set up using actors who portrayed hardhats, media reporters with their satellite transmission truck, and a number of white-collar types. Real consumers happened upon the scene. Recording the event for web broadcast enabled a bit of camera trickery, for at the moment of detonation, a miniature scale model of an adjacent fake competitor restaurant was blown to smithereens. It appeared to all that Ruby Tuesday had bumbled the blast and had inadvertently leveled the 'competition' quite literally. Carrying the hoax even further, the chain release a video apology for the 'mistaken demolition'. We won't blow the ending of this video case study. Let's just say the results were smashing.
Media Type	Case Study
Length	225 seconds
Media Director	Demian Brink
Account Supervisor	barrett pack
Account Executive	Kristen Garnett
Creative Director	John Boone
Art Director	Matt Klug
Art Director	Ryan Holland
Copywriter	Jim Robbins
Head of Production	Craig Jelniker
Copywriter	Keith Greenstein
Copywriter	Josh Leutz
Media Supervisor	Meghan Leimenstoll