In times of social media you have to come up with something that is surprising, entertaining or even shocking. No matter what it is, but it has to start a conversation.  If you want people to notice and talk about you, you have to create something that is extraordinary and special.

This is the story of how the agency Saatchi & Saatchi X helped the kebab chain ”DoyDoy” to create their own special and disruptive event…
“DoyDoy” is one of Germany’s biggest döner kebab restaurant chains.  However, in Germany there are as many kebab restaurants as there are stars in the universe. To set themselves apart from all the other restaurants and to promote a recently opened location,  DoyDoy  launched Germany’s biggest kebab – a cement mixing truck with a revolving compartment in the form of a giant kebab that rotated just like a real döner does while it cooks. Not only did the promotion generate lots of local press coverage, international media also picked up on it (on- and offline). A PR team handing out flyers offering 20% discount and a free drink with their meal supported the action.

The unexpected event of a giant kebab going up and down the streets really suprised the people.  They wanted to share what they had just seen.  As social media allow to share, people take the döner truck online to their blogs, to facebook, to Twitter or to YouTube. The news spread throughout the internet.

Lesson learned: If a campaign is interesting enough it makes its way from the offline- to the online world. Just by itself, without ever being intended to do so..

Bild1 kebabtruck