Moderne Communications: Ex Awards 2014 Gold - What the French Fry?

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Moderne Communications takes home the gold Ex Awards for best use of guerrilla & street marketing with the “What the French Fry” campaign.

Moderne Communications takes home the gold Ex Awards for best use of guerrilla & street marketing with the “What the French Fry” campaign.

Started by the editors of Event Marketer magazine, the Ex Awards is the world’s largest recognition program for experiential marketing and the only marketing recognition program judged entirely by client-side marketers. The 2014 Call for Entries shattered all previous entry records.

To support the launch of the new “Satisfries” (Satisfries boasts being 40% lower in fat and 30% lower in calories than most fries), Burger King initiated a stealth experiential marketing campaign encouraging the use of the mysterious hashtag #WTFF. The hashtag was strategically placed in high traffic areas across New York, Chicago and Los Angeles.

Within hours, #WTFF was nearly everywhere. Using non-traditional media including branded street chalk art and wild postings displaying imagery of french fries in real life settings. Burger King let the anonymous buzz build before dropping life-size; eight foot crinkle cut french fry installations offering free “wi-fry” hot spots around them. Consumers then spread the movement via social media, as well as literally, moving the life size french fries all over the city. French fries were left in subway cars, on bicycles and even made an appearance in the background of NBC’s “Today” show. Social media accounts were ablaze with the #WTFF hashtag resulting in over 12.95 million impressions over the course of four days.

Joe Mastrocovi, President- Moderne Communications: “We are thrilled to be recipients of the 2014 Gold Ex Awards. Burger King took a chance and launched their first ever-unbranded campaign. It’s opportunities and bold risks like these that make our programs that much more successful and exciting. We're humbled and honored to have been an instrumental partner among a talented team that successfully captured the attention of consumers in an otherwise cluttered space."

“We shattered every Ex Award entry record previously set—which makes this year’s winners even more extraordinary,” says Event Marketer Editor and Publisher Dan Hanover. “The What The French Fry program was a favorite of the judges.”

About Moderne Communications, Inc.
"Non-Traditional Marketing is Our Tradition" - Moderne Communications, Inc. is an experiential marketing, non-traditional media and event solutions partner. They achieve their motto of "Reach Anyone Marketing" through effective events, multicultural activations, unique interactive brand experiences, and engaging non-traditional media placements to get the right message to the right audience at the right place and time. As an agency, they forge together over 25 years of experience as a guerrilla activation powerhouse, with knowledgeable wiz-kids captivated by innovative of-the-moment interactive technologies and creative marketing strategies. They continuously invest in their team and seek out new digital and technological assets to constantly reinvent themselves in an effort to bring clients the most innovative marketing options available. Moderne's client list includes Unilever, Starcom MediaVest Group, Walton Isaacson, Alaska Airlines, Wolverine Worldwide, McDonald’s, Becks, Wilson Media Group, Team Detroit and many more. Moderne is headquartered in New York and maintains a presence in San Francisco. For more information please see

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Kristin Palermo
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