Applebee's, the official grill and bar of the NFL, is kicking off the 2024 season with a delicious new campaign.
Led by creative agency Grey New York, "Pre-Seasoning – An Applebee's Training Camp" is a new six-part weekly mini-series starring San Francisco 49ers quarterback Brock Purdy, Eagles running back Saquon Barkley, and Lions Head Coach Dan Campbell.
The hilarious set of spots documents the trio's journey to becoming full-fledged members of Team Applebee's.
It also centers around the chain's newest promos of 50-cent boneless wings for dine-in and to-go and $10 NFL Bucket Cocktails.
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According to Applebee's CMO Joel Yashinsky, the chain has been gearing up through the off-season to provide guests with exciting new experiences.
Additionally, the chain is hosting Club Applebee's Super Bowl Sweepstakes, giving fans the chance to win a trip for two to Super Bowl LIX in New Orleans on January 5.
Many brands have begun turning to long-form content in the form of mini-series and gradual rollouts to extend a campaign's time in the spotlight.
With an effective digital marketing strategy, brands can utilize this technique to increase audience awareness, engagement, and retention.
Applebee's Gets Its Head in the Game
The first of two currently released spots stars Coach Campbell, who hilariously takes a couple's order with his mouth covered to prevent others from "stealing their order."
Visibly confused, both customers order the 50-cent boneless wings, to which Coach Campbell enthusiastically says: "They'll never see it coming."
It's a reference to the common football tactic employed by coaches in games, and it's funny to see the intensity and strategy of a football match being used in a casual dining setting.
The next spot opens with a group of hyped-up footballers celebrating the 50-cent boneless wings, while a waitress sheepishly explains that it's the chain trying out something new.
It cuts to Purdy, who intensely takes a family's order. Making a break for the kitchen, Purdy retrieves a plate of wings in mere seconds and gets ready to throw it at the table like a football.
After being stopped by a waiter, he passes it on to Barkley who runs for it and makes a glorious touchdown.
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Fans can expect the next four films to be released in the coming weeks.
As the NFL gears up for its biggest season yet, brands have raced to put out campaigns and promotions that capitalize on the major event.
Just last week, DirecTV launched a hilarious campaign directed at football fans, starring San Francisco 49ers' George Kittle sporting a funky new hairstyle.
Editing by Katherine 'Makkie' Maclang
