Create a nationwide debate on Facebook that is able to leverage on traditional medium’s mass reach to generate higher talkability - The “Beef Rules” or “Cheese Rocks” National DebateOOH:Worked with vendors to create a program that would enable Live streaming of our “Beef Rules” or “Cheese Rocks” voting numbers from Facebook onto 12-sheets. Voting results were updated Live onto our outdoor posters across Singapore's main shopping area and business district.TV:Showcased common folks bantering over whether QPC is Beefy or Cheesy. End tag directed viewers to Facebook to vote.Press:Ads on facing pages with different copy asking if the QPC is "Beefy" or "Cheesy" and driving readers to vote.Radio:Engaged popular Deejays to banter over QPC "Beefiness" and "Cheesiness" on air and directing listeners to vote.Digital: Again, ad copy with two visuals to showcase QPC's "Beefy" and "Cheesy" tagline and driving consumers to vote.

This campaign not only achieved our goals set, it has integrated new and traditional media, bringing outdoor media to a new level of engagement and innovationSales Goals-Overall 49% increase in total Beef UTCs.-Gained 12.9% growth in sales compared to same period in 2009.Activation Goals-Gained 32,700 fans in QPC Fan Page on Facebook, 4 times higher than projection.-Over 9,000 votes were cast in 3 weeks with 65% of fans voting for BEEFY.-99% of comments said great things about QPC.-Brought Facebook onto the streets! Literally in your face.