Viral effort aims to dub day after Super Bowl a holiday

Who among us hasn't wished that we could stay up late on Super Bowl Sunday, eating Fritos and watching the game, and then sleep in as late as we want the next day?

Who among us hasn't wished that we could stay up late on Super Bowl Sunday, eating Fritos and watching the game, and then sleep in as late as we want the next day?

White Castle launched a campaign to allow Americans to do just that, teaming with J. Walter Thompson and Robar PR for a grassroots push to make Day After (DA) Day a national holiday.

STRATEGY

White Castle tapped its loosely organized group of hardcore fans, dubbed the "National Academy of Persons," as the face of its campaign. The DA Day idea grew out of a brainstorming session to creatively tout the brand by tying it in with a grassroots campaign.

"There are lots of holidays in other countries... for some very silly reasons," says Colleen Robar, head of Robar PR. "The most American of pastimes, which is football, should be celebrated in the same way."

TACTICS

The DA Day campaign was a viral effort. Street teams hit NFL games in Indianapolis, Chicago, and Detroit to distribute petitions and literature, and to drive traffic to the Web site, www.daday.com.

The link to the site was passed on via e-mail on the Internet, from friend to friend. After the Super Bowl, the company planned to deliver the actual petition to the House of Representatives in Washington, DC. The campaign also scored mainstream media coverage in the feature and sports pages.

RESULTS

The agency initially hoped to collect 5,000 signatures. But with two days to go before the big game, the site had already registered almost 20,000 supporters of the petition for a new holiday.

FUTURE

White Castle will decide next year whether to repeat the campaign.


White Castle

PR TEAM: White Castle (Columbus, OH) and J. Walter Thompson with Robar PR (Detroit)

CAMPAIGN: Make DA Day a National Holiday

DURATION: January 15 to February 6, 2006 (the day after Super Bowl Sunday)

BUDGET: Under $75,000

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