Bullens Beer Bangers
Bullens wanted to launch their first new product in over 60 years, through social media and PR. They aimed to attract a new audience to the brand, without alienating the existing Bullens fans.
Prelaunch
The campaign began with a live broadcast on Facebook, where Bullens has about 25.000 loyal followers. The live video was shot in a single take. It starts in 1950s style giving a quick summary of the brands' history. It switches to a contemporary look and introduces the three new sausages. The broadcast ends by inviting fans to vote where the first-ever tasting of these new products should be held.
Over 5.000 people from all over Sweden voted in our online poll. The winner was Piteå, a small town in northern Sweden where seven per cent of the population had voted. The Bullens food truck greeted a big crowd of hungry fans and the local press at the event. We then continued to the five runner-up towns – Umeå, Luleå, Örnsköldsvik, Sundsvall and Skänninge.
Launch
When the product was launched we were asked to help hand out samples online. So we built the Bullens Sausage Wheel of Fortune. It was built using Arduino technology and was live-streamed on a Bullens Beer Banger campaign site.
You could play on the Sausage Wheel of Fortune and compete for the Bullens Food Truck on the campaign site. Since only one person at the time could spin the Sausage Wheel, people spent hours on the site, waiting for their turn.
We created a series of online ads, where we gave new life to stock footage by adding alternative dialogue to them. We made a general brand film, a film to promote the food truck competition and a film to promote the Sausage Wheel of Fortune.
Results
The campaign reached 7,2 million people. Our content has been shared organically over a thousand times. The campaign generated PR to an estimated value of two million Swedish kronor. It also won two silver at the PR award show Spinn17 — consumer campaign of the year and social media campaign of the year.
