NFL Star Brandon Aiyuk Goes Undercover at Applebee’s to Showcase New Burger
Join wide receiver Brandon Aiyuk on an episode of “Undercover Athlete” as he partners with Applebee’s to promote their latest menu item. Watch as Aiyuk takes on the role of an undercover server to bring the new burger to the spotlight in this exciting collaboration with Team Whistle.
Applebee’s Teams Up with Team Whistle for “Undercover Athlete” Episode
Applebee’s has joined forces with Team Whistle for a special episode of their “Undercover Athlete” YouTube series, which we are excited to share exclusively on Our Website. This collaboration aims to showcase Applebee’s new Whole Lotta Bacon Burger and generate buzz for the restaurant chain.
The latest episode, released on Thursday on Team Whistle’s YouTube and social channels, stars San Francisco 49ers wide receiver Brandon Aiyuk. In this episode, Aiyuk takes on the role of a new team member at Applebee’s, engaging with customers who are unaware of his identity.
To further boost viewership, snackable social segments are being shared on platforms like TikTok, Instagram, Facebook Reels, Snapchat, and YouTube Shorts. This strategy aims to not only attract sports fans but also potentially increase loyalty towards Applebee’s.
Applebee’s Sports Marketing Strategy
Applebee’s has partnered with Team Whistle to promote their new limited-time offering, the Whole Lotta Bacon Burger. This initiative aims to increase engagement, especially among sports enthusiasts, as the chain faces challenges with declining domestic sales and store locations.
Team Whistle’s “Undercover Athlete” series showcases sports stars like New York Jets linebacker C.J. Mosley, as they take on different challenges in disguise to see if fans recognize them. In one episode, Aiyuk works at Applebee’s, taking orders and promoting the chain’s new burger to customers.
Applebee’s CMO Joel Yashinsky expressed, “’Undercover Athlete’ has been a great way for us to connect with our guests and team members while also engaging sports fans with entertaining content.”
Short social videos are being shared on various platforms as part of the collaboration. One of these videos, titled "Whole Lotta Bacon Burger Trivia," features Applebee's new burger in front of Aiyuk as he answers a variety of questions. Another video, called "Behind the Scenes," shows outtakes of the undercover episode and candid clips of Aiyuk practicing the Applebee's menu, perfecting his pitch for the new burger, and engaging in spontaneous moments.
The "Undercover Athlete" series adds to Applebee's innovative approach to engaging and entertaining consumers. In 2022, the brand partnered with makeup and skincare brand Winky Lux to launch Saucy Gloss, a collection of lip glosses inspired by wing sauce, in celebration of National Wing Day and National Lipstick Day. Applebee's has also previously introduced the "Here's to The Regulars" campaign, which featured real-life regular customers for the first time.
Team Whistle, a DAZN Group company, often collaborates with brands to enhance its content. For example, in March, they partnered with health and wellness brand GNC for an episode of their "No Days Off" YouTube series during March Madness. Earlier in January, they worked with dishwasher detergent brand Finish for two cooking competition episodes of a show called "Home Team" leading up to Super Bowl LVIII. Additionally, Team Whistle has teamed up with DirecTV Stream and State Farm, with the latter using the opportunity to promote its Personal Price Plan.
Editor's P/S:
Applebee's partnership with Team Whistle for their "Undercover Athlete" series is a clever marketing strategy that seamlessly integrates sports entertainment and product promotion. By featuring NFL star Brandon Aiyuk as an undercover employee, the campaign generates buzz for Applebee's new Whole Lotta Bacon Burger while engaging sports fans with captivating content. The use of social media platforms to share snackable segments further amplifies the campaign's reach, extending its appeal beyond traditional sports channels.
Applebee's has consistently embraced innovative approaches to connect with its target audience. Their partnership with Team Whistle is a testament to their commitment to creating engaging and entertaining experiences that resonate with consumers. The campaign's alignment with the restaurant chain's sports marketing strategy and its focus on generating loyalty among sports enthusiasts demonstrates a sophisticated understanding of the market and the power of storytelling in brand building.
