Hungry Jack's together with Clemenger BBDO, Sydney have created 'The $5 Experiment' to promote the $4.95 Stunner deal.

The deal offers a Cheeseburger or Chicken burger, small fries, small Coke and a Sundae for $4.95.

TVC

To promote the deal, a television commercial was created using Fiverr, a marketplace for small services which cost $5. Pitches from all over the world were submitted, and the successful entries curated into a TVC. All of the talent, including the voiceover, cost $5 each, which was highlighted as a parallel with the great value of the $4.95 Stunner deal.

Customer requests

The return of the Stunner (first introduced in 2007) apparently came from consumer demand, with a Hungry Jacks representative estimating that a weekly average of 70 online requests were received for the return of the deal. Facebook fans were particularly vocal.

Fiverr

The search for participants in the $5 experiment was promoted on the Fiverr blog. Many entries were received, so even if participants weren’t selected for the final, there is a lot of Stunner-based weird collateral from all over the world now floating around the internet.

Facebook

Hungry Jack’s Facebook page has recently moved to timeline, and the welcome message reads ‘Welcome to our brand new timeline – we're kicking it off with the launch of the $5 Experiment.’ Not only have Hungry Jacks produced possibly one of the world’s cheapest TVC’s – they have a huge pool of user-generated content for their social media channels.

Hound search

A search for a dog to appear in the TVC was conducted on Facebook, with people emailing images of their dogs to be included. The brief was for a passport style image of a dog, facing the camera. The request was made so that the dog could be animated afterwards, but the comments from users suggest this wasn’t understood and fur was ruffled when entries weren’t included.

The eventual winner was Axel, a dog from Western Australia, whose owner was paid $5, and an animator was paid $5 to create an animation of the dog.

Social media engagement

The social media outcomes of the $5 Experiment may be more important than the TVC created. Hungry Jack’s report a spike in engagement levels, reach of over 246,000 consumers, and attracting a significant increase in Facebook fans and YouTube views. Hungry Jack’s Facebook fan membership has grown by 60% since June last year. The experiment also saw significant user content created.

Experimentation

Hungry Jack’s, under Cleminger’s guidance, clearly seem to be happy to experiment in the online space, with outstanding results. A recent Scoopon deal offer saw sales of 675,000 Whopper vouchers.

You can watch the Stunner TVC here.

Main image credit: Ben in Brisbane