In efforts to drive awareness and sampling of Panera Bread’s new clean soups, they’ve created a “never-ending” trailer full of fan content.
The brand’s first major menu announcement through social media consisted of short trailers on Facebook, Instagram and Twitter with the full trailer on their site, PaneraSoupPreview.com. The campaign, which ends on March 31st, uses tweets from fans using the hashtag #SoupReview. A group of selected tweets will be interspersed in the extended footage. The campaign dramatizes the great lengths Panera’s head chef went through in order to make a truly “clean” soup. The campaign creates a strong link between social, digital and experiential. Most brands would consider it a win to get a consumer to interact on one of these channel, let alone three.