To celebrate the launch of Domino’s new and delicious lunchtime range of Oven Baked Sandwiches, Red Public Relations set out execute a viral stunt that was distinctive and tied into our wider publicity campaign.
We drew inspiration for the Taste Cop character from old school fictional police heroes of the 1970s and 80s. Kind of like a cross between Miami Vice and Starsky and Hutch, he’s determined to defeat the bad guy – and at any cost.
Our cop was played by local comedian and breakfast radio producer Chris Hague, who took the role and ran with it. Earlier this month we sent him to the Botanic Gardens in Brisbane and quickly discovered he was shameless and willing to do anything for a laugh.
Together with director Peter Ireland and his crew, we spent the day concealed in bushes and behind trees as our taste enforcer accosted group after group of park-goers.
The results were hilarious.
Infringement notices for bad taste were issues, crime scenes were cordoned off, DNA taste tests were conducted and high-speed foot pursuits were carried out.
Red PR’s aim was to create something that’s fun, light on commercial messaging and designed to engage with online consumers in an informal way. We think it’s been pretty successful so far.
After just a week, there have been more than 3000 views across the four episodes and that number is growing steadily. Feedback from our online audience has also been very positive.
Check out the videos and let us know what you think! And, of course, try the new range of Oven Baked Sandwiches.
