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Vizeum: Connections that Count
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On August 25th, in partnership with the Multiple Sclerosis Society of Canada, A&W staff and guests raised funds in support of people living with the condition as part of A&W’s Burgers to Beat MS annual campaign. New to this year’s awareness initiative, A&W, with the help of media agency Vizeum, tapped into the power of Snapchat to reach millennials to raise funds for a great cause when they visit A&W.
Vizeum, along with creative agency Rethink, identified Snapchat as a social platform that strongly engaged with millennials and that offered a powerful opportunity for shared media reach. As A&W increasingly reaches out to a new younger millennial demographic, they needed to shift media channels to ensure they were reaching their target through the channels they’re using most in a meaningful way for a worthwhile cause.
Working with Snapchat and Rethink, A&W created a geofilter for the campaign. “A&W invited millennial snapchatters to join the fight and to capture their moments in restaurant, adding the A&W raining burgers filter to their selfies or pictures of their Teen Burgers®, and sharing the message across their network of friends and family,” said Ruth Murray, Account Director, Vizeum Canada.
“This is a great example of our team at Vizeum working with clients to identify and test innovative solutions to help them make connections that count with their audiences,” says Adrian Capobianco, President of Vizeum Canada.
In addition to raising awareness with this initiative, for every Teen Burger® sold on the campaign day, $1 is donated to the MS Society of Canada. This is an incentive many Canadians will welcome as Canada has the highest rate of MS in the world, affecting 1 in every 340 Canadians. A&W has raised over 8 million dollars over the past seven years for the cause.