Dive Temporary:
- Applebee’s has partnered with Group Whistle on an episode of the sports activities media and leisure firm’s “Undercover Athlete” YouTube collection, Advertising Dive can completely share. The hassle promotes the restaurant chain’s new Entire Lotta Bacon Burger.
- The episode, which premiered Thursday throughout Group Whistle’s YouTube and social channels, options San Francisco 49ers huge receiver Brandon Aiyuk, who assumes a job as a brand new crew member at Applebee’s whereas interacting with unsuspecting friends.
- Snackable social segments working on TikTok, Instagram and Fb Reels, Snapchat and YouTube Shorts assist promote the content material. The hassle might assist Applebee’s develop loyalty with sports activities followers.
Dive Perception:
Applebee’s is tapping into sports activities advertising via its tie-up with Group Whistle because it appears to advertise a brand new limited-time providing, the Entire Lotta Bacon Burger. The transfer might assist the Dine Manufacturers-owned chain enhance engagement, notably amongst a sports activities viewers, because it grapples with weak home same-store gross sales and a shrinking footprint.
Group Whistle’s “Undercover Athlete” collection options sports activities stars — earlier friends embody New York Jets linebacker C.J. Mosley — as they sort out varied duties and particular challenges in disguise to see if followers take discover. The episode with Applebee’s sees Aiyuk assume a employees position on the restaurant chain and work together with clients by taking orders and pitching them on the chain’s new burger.
“’Undercover Athlete’ has been such a enjoyable approach for us to not solely interact with our loyal friends and restaurant Group Members, however to additionally authentically interact sports activities followers with enjoyable and interesting content material,” mentioned Applebee’s CMO Joel Yashinsky in an announcement.
Quick social movies working throughout a number of platforms spherical out the collaboration. One phase, “Entire Lotta Bacon Burger Trivia,” places a twist on trivia, with Applebee’s new burger in entrance of Aiyuk as he solutions a wide range of questions. A “Behind the Scenes” phase invitations customers to view the outtakes of the undercover episode and see candid clips of Aiyuk working towards the Applebee’s menu, perfecting his pitch for the brand new burger and participating in off-the-cuff moments.
“Undercover Athlete” builds on Applebee’s artistic swings that search to shock and entertain customers. The model in 2022 partnered with make-up and skincare model Winky Lux to launch Saucy Gloss, a set of wing sauce-inspired lip glosses, round Nationwide Wing Day and Nationwide Lipstick Day. Beforehand, it unveiled a “Right here’s to The Regulars” marketing campaign, which highlighted real-life common clients for the primary time.
Group Whistle, a DAZN Group firm, ceaselessly companions with manufacturers to help its content material. In March, the corporate labored with well being and wellness model GNC for an episode of its “No Days Off” YouTube collection round March Insanity. The corporate in January teamed with dishwasher detergent model End for 2 culinary face-off episodes of a program known as “Residence Group” forward of Tremendous Bowl LVIII. It has additionally collaborated with DirecTV Stream and State Farm, the latter of whom used the chance to advertise its Private Worth Plan.
