Next Campaign Project ► Indiana Tourism
Super 46 Super Bowl Promotion
In anticipation of Super Bowl XLVI being played in Indianapolis, the Indiana Office of Tourism Development (Indiana Tourism) asked us to put our heads together to come up with a special-edition version of the 2012 Indiana Travel Guide that celebrated the big event while really showing off the best of the Hoosier state. Then a football-loving, burger-eating art director at Williams Randall got the assignment. After a day or so of brainstorming he remarked, "If I were coming to Indianapolis, the guide I'd pick up would have a big greasy sandwich on the cover." And the idea of a Super 46 Sandwiches list was conceived.
As excitement for the Super 46 project idea grew, Williams Randall and Indiana Tourism were soon teaming with the publishers of Indianapolis Monthly to tap their expertise and objective opinions on some of the best sandwiches around. The result wasn't just a cover but a 16-page Super 46 Sandwiches insert for a special-edition version of the 2012 Indiana Travel Guide.
The client was hungry for more (couldn't resist). Williams Randall's interactive team created the custom website, super46.com, which allows visitors to vote for their favorite sandwiches and also connect to a special Indiana Insider blog reviewing many of the Super 46 Sandwiches. Because many visitors will be accessing the site using mobile devices, Williams Randall constructed the site so that whatever device is used - smartphone, iPad or laptop - a visitor will see the best possible presentation. The site automatically detects and responds by scaling content to the size of the viewing area and moves elements around as needed for excellent viewing. The site also connects visitors to each restaurant's yelp page, a popular site for patron reviews.
Williams Randall also created window clings and table tents for use at the featured restaurants.
A day after the launch of Super 46, more than 70,000 votes had been cast for favorite sandwiches and at least one Super 46 Sandwich maker had to break the news to the tail end of the lunch crowd they were sold out. They'd gone through about four days' worth of pulled pork in a day and a half.
