Capriotti's"Vo•CAP•ulary"
Capriotti’s fans are fanatical and fiery defenders and lovers of the Capriotti’s brand. Among its ardent followers, the Capriotti’s brand stood for quality and an incredible sandwich experience. However to reach the general public with this message, we decided to literally define the brand with Capriotti’s very own vocabulary (VoCAPulary). We decided to build on the lexicon they already started with their fun sandwich monikers and create a new language to describe the delicious experience people were having with their sandwiches. We created television spots to seed the new VoCAPulary terms and demonstrate in a humorous way just how incredible these sandwiches were. The television spots covered a range of Capriotti’s fan behaviors and were hosted by a “VoCAPulary Professor”, a sandwich expert who explained the new lexicon and commented on the action.
A Facebook campaign encouraged people to vote on their favorite voCAPulary TV spots and submit their own voCAPulary word and definition for a chance to win free sandwiches for a year. Fans ate up the Facebook campaign. And one very special fan, who came up with the roboCAP (the future of slaw enforcement), won free sandwiches for a year.
We asked Capriotti's fans to come down to The Little White Wedding Chapel on the Las Vegas Strip and Marry A Bobbie. If they did, they got a free Bobbie, a marriage certificate and fans who were dressed up in a costume got a chance to win free sandwiches for a year. We streamed all the marriages, which were performed by an actual minister, live on the web, and hundreds of fans showed up in costume to tie the knot with a sandwich. By the time these marriages were consumated, we had garnered millions and millions of impressions for Capriotti’s through various local and national new outlets.
