RED LOBSTER

BRIEF: In the consumer's mindset, there's no clear distinction between our seafood and the seafood they can find at other restaurants. How might we excite consumers about our seafood and drive traffic to our restaurants? IDEA: What better way to show the world what you're about (procuring and serving the freshest seafood around) than to bring them along for the adventure.

Campaign Overview

Campaign Launch

To launch the campaign, we’ll use social posts to drive traffic to our site, where anyone can enter the #GoneFishing contest.

ACTIVATION

We'll drive a custom “Lobster Boat Vehicle” around New York City to build up excitement. Actors decked out in fishing gear branded by Red Lobster will invite people aboard for a #GoneFishing 4D VR experience.

Once on board, our visitors will experience what it's like to win the #GoneFishing contest and see where Red Lobster gets its seafood.

From spritz of saltwater and a hydraulic platform to mimic the sway of a fishing vessel, to a complete VR immersion and other practical effects, visitors will take part in an experience they'll soon not forget.

After their #GoneFishing 4D VR experience, huge oyster shells will be handed out. They'll contain instructions on how to enter the #GoneFishing contest, to go on the next adventure.

brand manifesto

While the #GoneFishing contest is underway, we'll declare our passion for procuring and serving the freshest seafood around with a rebrand, beginning with a manifesto.