To promote its growing network of North American destinations, Aer Lingus announced a flash ‘Independence Day’ sale with discount fares between Ireland and North America beginning July 4th.
notorious was briefed to devise a short but impactful tactical campaign which would reach a mass audience and reaffirm Aer Lingus’s position as Ireland’s best connection to the US.
Ahead of 4th July 2017, notorious approached Dublin burger chain WOW Burger with the idea to enter a limited time only partnership with Aer Lingus and turn their cult product, the WOW Burger into a special ‘AerBurger’ for one day only, retailing at the lower than usual price of €4 for the day that would be in it.
As part of this strategic partnership, WOW burger agreed to sell €4 ‘AerBurgers’ across their 3 Dublin locations, a mechanic which was communicated via media and influencer engagement, in-store POS and cross-brand social media promotion.
notorious engaged media and influencers with a media drop and press release which announced the Aer Lingus North American sale and the partnership with WOW Burger. The media drop consisted of branded food trays, burger boxes, sparklers, personalised napkins and vouchers for free AerBurgers. All media and members of the public who purchased an AerBurger on the day were eligible to enter into a draw to win flights to North America, courtesy of Aer Lingus.
16 pieces of national media coverage within 24 hours
300% increase in footfall in WOW Burger locations on day of activation
Trending topic in Ireland for 72 hours following activation