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
Title | Restaurant Go Boom |
Agency | BooneOakley |
Campaign | Restaurant Go Boom |
Advertiser | Ruby Tuesday, Inc. |
Brand | Ruby Tuesday |
Posted | December 2008 |
Business Sector | Subscribers Only |
Story | Subscribers Only |
Media Type | Case Study |
Length | |
Media Director | D...an B...k Subscribers Only |
Account Supervisor | b....tt p..k Subscribers Only |
Account Executive | K....en G....tt Subscribers Only |
Creative Director | J..n B...e Subscribers Only |
Art Director | M..t K..g Subscribers Only |
Art Director | R..n H....nd Subscribers Only |
Copywriter | ..m R....ns Subscribers Only |
Head of Production | C...g Je....er Subscribers Only |
Copywriter | K...h Gr.....ein Subscribers Only |
Copywriter | J..h L...z Subscribers Only |
Media Supervisor | M...an Le......oll Subscribers Only |