For a brand-building idea that would create some online buzz and engagement during last week’s NBA All-Star Weekend, LGA created an eye-catching billboard for Charlotte-based Bojangles’ Famous Chicken n’ Biscuits that simulates one of basketball’s most popular pregame rituals and the famous biscuits’ most important ingredient. The billboard celebrates the chain’s stars of breakfast – Master Biscuit Makers – by showcasing the dramatic image of a real biscuit maker tossing flour in the air like an athlete. To add to the action, the billboard periodically shoots simulated flour, using a fog machine, to signify that Bojangles’ bakes its made-from-scratch biscuits every 20 minutes.
In addition to the billboard, Bojangles’ asked fans to join in the biscuit-making fun by uploading photos into flour-tossing frames at www.BiscuitBaller.com and posting them on social media, using #BiscuitBaller, for the chance to win prizes.
The results: Thousands of people saw the billboard, took photos and video, posted and shared it on social media like this tweet of video with 35,000+ views. In addition, Bojangles’ had more than 20,000 visits to www.BiscuitBaller.com and hundreds of entries to the sweepstakes. And the brand received some positive publicity in consumer, sports and industry outlets, including this, this and this.
Outdoor advertisement created by LGA, United States for Bojangles', within the category: Food.