In May of 2010 the general manager of InterContinental Milwaukee hotel saw a great opportunity to continue building a name for his hotel beyond the traditional hotel. He learned that a local TV station was seeking nominations for a “Best Burger in Milwaukee” contest and thought the hotel’s upscale restaurant Kil@wat could be a contender. The contest would ultimately pick the Top 6 burgers in town, which would be profiled by evening anchor, Brad Hicks. But, the initial consideration set would be tracked through online nomination. While it was an interesting opportunity, the property needed help gaining awareness. Comet was enlisted with only 30 hours remaining in the nomination process.
The agency immediately developed and executed a program to garner nominations through Twitter and Facebook. Although it appeared the Kil@wat entry did not make the cut, Comet dug through the publicly available nominations and uncovered Kil@wat had received a significant number of votes, actually placing 4th.
The day the Top 10 list was announced, Comet conceived of and strategically executed a subversive campaign called the "Fox6 Burger Recount" to grab Fox6’s attention, raise awareness for the Kil@wat burger in social media and get the burger reviewed by the media outlet.
The campaign consisted a serious/humorous stream of brand-based Tweets that were supported by four videos. Each video told small pieces of a greater story starting with
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