Digital and Social Media Campaign Makes the Registers Ring
A&W Restaurants saw their cash registers really ring Monday as they kicked off the second season of the “You Score…When I Score” celebrity sponsorship with Green Bay Packer, Jordy Nelson. The reason…the combination of digital, social media and investing in a celebrity.
Simple concept. Nelson scores a touchdown and everyone can get a special “Jordy-designed” cheeseburger for just 87 cents the Monday following the game. But the story gets better. Jordy was out for the preseason due to knee surgery and then starts in the first regular season game. The event really needed a boost in awareness to have anything happen for this first game. There was no Green Packers’ fanfare about Nelson’s return to the line-up prior to the game.
Here’s how we did it
The Leap Marketing team set-up a Twitter account and tweeted throughout the entire preseason with interesting Nelson facts and countdown to his return to the line-up. We engaged the followers and kept the banter going with his fans and loyal A&W customers. The A&W Restaurants combined individual Facebook pages through a common microsite and shared messaging through the site.
Additionally, we ran a digital campaign in the DMA at the same time focusing on the promotion.
Big sales and customer count increases
The average restaurant in the market saw one day sales increase of 29% and customer counts increased by nearly 25%. The average restaurant sold over 1,000 Jordy Burgers. One of the best things…we were rolling over another Nelson score from the prior year. Pretty amazing considering the Packers didn’t win and the celebrity being sidelined for the entire preseason.
Making the best of whatever situation a client is handed is something Leap Marketing does best. Perhaps we could discuss how we can help you put together “The Right Solution” for your next marketing effort. Contact John Verre to learn more.