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My third-year group project in college involved creating an integrated marketing campaign for Outback Steakhouse. Our focus group research showed that, while our interviewees were aware of Outback, they weren't aware of the restaurant's Australian theme. We then devised a "teaser" campaign featuring Australian lingo to reinforce Outback's Aussie theme. Pieces early in the campaign would not use the Outback name or logo, but would instead feature Australian lingo and graphics, and a web address – bonzertucker.ca – to help viewers decipher the piece's cryptic language. Later in the campaign, all would be revealed, as Outback's logo was added to the piece.
This teaser ad was designed to run on Mondays, or otherwise early in the week, with a note telling the reader to check Friday's paper. On Friday, on the same page the teaser was run, the "reveal" ad would appear in the paper. The ad would help drive traffic to the bonzertucker.ca website, and create a buzz around the campaign.
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