Challenge: Generate maximum buzz amongst a young target audience (10-20 years old), for the launch of a new QUICK product: the hot dog. Quick is McDonald’s biggest French competitor.Strategy: Betting on branded entertainment to create a rap icon, the dog’s Snoop Doggy Dog, create buzz around him and finally associate him with the brand and the product in a reveal phase.

Implementation:Launch phase: Production of a song and video-clip / Design and Production of 2 viral movies / Creation of a dedicated web site: www.ilovehotdog.com on which are hosted video-clip, movies and an online game, mobile rings download, 35.000 SMS sent / Seeding of viral agents to main online influencers.Reveal phase:Hummer tour and flyering / National Outdoor / Advertisement and promotional trial offer downloadable on the web site / In store campaign