A&W launches viral tuba contest
It's a wacky promo for the opening of the fast food chain's first new freestanding restaurant in Ottawa in 35 years.
Vancouver-HQ’d A&W Food Services of Canada just kicked off the ‘The A&W Great Root Bear Tuba Contest.’ It’s one of many events and activities during the week of April 7-13 designed to promote the opening of the fast food chain’s first new freestanding restaurant in Ottawa in 35 years.
To celebrate the grand opening, Canadian tuba players are being invited to compete by posting videos of themselves playing the brand icon’s ‘Badum Badum’ theme song on Facebook. Winners in four categories – as chosen by online voters – will share $2,000 in prizes. A fifth prize will be given to whichever musician racks up the most hits on YouTube.
The contest is being promoted with 15-second radio spots on several Ottawa stations, for which creative was done by Vancouver’s James Hoggan and Associates and media buys by Toronto’s Genesis Vizeum.