Restaurant Serves Up Creative Destruction

Ruby Tuesday's elaborate hoax involves dynamiting a fake competitor

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 mo

TitleRestaurant Go Boom
Campaign Restaurant Go Boom
Advertiser Ruby Tuesday, Inc.
Brand Ruby Tuesday

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PostedDecember 2008
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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