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Burgers for Beckham
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1 votes)
When Posh and Becks arrived at Los Angeles International Airport last week, he was greeted by a posse of photographers -- and a whole bunch of free hamburgers. To promote A&W's new "Moove to American" campaign, a two-person film crew showed up at Terminal 4 with A&W Papa-Burgers. While they never got a chance to share the joy of 100% American beef with the Beckhams, the filmmakers made an impression on many new visitors to our country -- not to mention some very hungry paparazzi.
To supply the 100 burgers consumed over the course of the day, Landon E. Cowan and Heather Fill relied on support from the local Hawthorne A&W franchise for fresh deliveries of cheeseburgers. Fortunately, this arsenal meant that airport personnel was extremely receptive to their presence: "We were giving so many hamburgers to the airport staff that they became our eyes and ears behind-the-scenes, and we ended up becoming a major source of information," says Cowan. "The paparazzi would be coming to us with two questions: what's the latest news, and when does the next shipment of burgers arrive?"
For A&W, going viral is their newest effort to promote what Director of Marketing Tim Mathis refers to as "the best brand no one's heard of." Says Mathis: "Our challenge is that we're not the biggest brand, but have a pretty long history. The hope was that this would be a fun way to introduce ourselves to a different target crew, and get our name out there." Due to Beckham's flight being delayed, Cowan had the chance to reach out to at least one new demographic -- tourists freshly released from Customs, who he welcomed to America with two patties worth of viral promotion.
Landon E. Cowan/A&W
Comedy, Documentary
2:37
$300
Los Angeles International Airport
Heather Fill
