The success of our collaboration with Nando’s and Black River FC reached dizzying heights in 2011 with the Nando’s Last Dictator Standing campaign. The campaign leveraged the global political conversation around the domino-like toppling of longstanding dictators and gave a typically hilarious twist to a real and relevant global topic.
Once again, we were tasked with building anticipation and word of mouth dissemination prior to the airing of the TV commercial with a creative online communications strategy.
We used three Robert Mugabe lookalikes to deliver content to the 50 most influential bloggers in Jo’burg, Cape Town and Durban, simultaneously. We built a microsite to house all of the campaign collateral – mealfor6.co.za – and encouraged consumers to tweet the names of five people that they would invite for dinner. By using the hashtag #mealfor6 they were entered in a draw to win a Full Pack Meal daily for a two week period. This ensured we could track the campaign success and highlighted the campaign meal as well as creating a peer to peer sharing mechanic.
The success was explosive. We were credited with creating “one of the best examples yet of a social media campaign built around a specific piece of content.”
More than 70,000 Facebook status updates referenced the campaign and 90,000 new Nando’s Facebook fans signed up. Related tweets surpassed 9,500, as over 1,000 blog and website posts discussed the campaign, both locally and internationally. This campaign won a Bronze Cannes Lion in 2012.
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