'Bojangles' restaurant, an American fast food chain originating from North Carolina, combined a brand activation and commercial spot to reach consumers in a sentimental way. The restaurant sent reps into college campuses to surprise students who were writing final exams. When students walked out of the building, Bojangles employees rewarded them with food and made conversation with the college kids while being recorded on camera.
The recorded film was translated into a commercial showing a culturally diverse range of students enjoying their Bojangles restaurant meals on campus while expressing relief and happiness. The commercial and activation are a part of the company's 'Random Acts of Bo' campaign, which insinuates the restaurant as a being kind and caring company. The commercial connects with college students but also reaches out to parents by demonstrating the brand's concern for youth.
Key Themes Behind This Trend
- Brand Activation
- Integrating surprising and meaningful experiences into marketing campaigns to engage consumers emotionally.
- Sentimental Marketing
- Using emotional connections to resonate with consumers and strengthen brand loyalty.
- Experiential Advertising
- Creating immersive and interactive experiences that allow consumers to engage with a brand in a memorable way.
Where This Applies
- Fast Food
- Opportunity for fast food chains to leverage brand activations to connect with consumers on a personal level.
- Advertising
- Disruptive innovation opportunity for advertising agencies to create impactful campaigns that evoke positive emotions and build brand affinity.
- Higher Education
- Potential for colleges and universities to collaborate with brands in providing surprise experiences or rewards to students, enhancing their campus life experience.
