"The Broccoli Cheddar Soup Trailer"
Broccoli Cheddar Soup is Panera Bread’s most beloved product. 66 million are sold each year. And people talk about it more than anything else we sell. So when Panera wanted to unveil a new recipe, we knew we had to be use this existing fan base to make the launch huge.
To achieve this, we shot an epic movie trailer about the soup’s creation to coincide with release. However, this trailer was interactive: it incorporated reviews from users, adding them to the trailer in real time. So many people tweeted that our soup “trailer” ended up being over half an hour long (but you can just watch the first couple minutes to get the gist).
Every tweet using #SoupReview was added to the end of the trailer, like a critical movie review. Each tweet unlocked more footage, which was entertainingly unpredictable. So as fans tweeted about the soup, the trailer grew and became funnier and more shareable, which continuously amplified its reach. Here are some metrics explaining the campaign and how well it turned out.
Here are a few of our favorite reviews: