To launch the campaign, we’ll use social posts to drive traffic to our site, where anyone can enter the #GoneFishing contest.
We'll also drive a custom “Lobster Boat Vehicle” around New York City to build up excitement. We'll have actors decked out in fishing gear branded by Red Lobster 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, the visitor 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.
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.
To reach our less technologically fluent consumers, we'll also run a print campaign to drive home our new beliefs and commitments.