Challenge: Lead generation aimed at adding to the e-mail database, increasing the Facebook following, testing mobile marketing and driving traffic to the restaurants.
Solution: Provide a free burger with contest sign-up; provide dessert incentives for e-mail and mobile sign-up; and give away a Toyota Prius for the best Ted’s Burger love story submitted online via video, image, audio or text document.
Results: 6,622 entries, of which 52 percent opted in to the e-mail program. Ted’s Facebook page saw a 40 percent increase in fans during March, bringing the total to 1,996. Plus, 394 customers wanted to receive text messages.
If Big Bird can ride a unicycle, bison can drive cars. In fact, “Harvey,” the spokesmammal for Atlanta-based Ted’s Montana Grill, steers a Toyota Prius into center frame of the restaurant’s Web site while welcoming “burger fans” to a contest entry page. That’s where the bison burger chain concentrated its March lead-generation campaign.
The Prius was the grand prize in the sweepstakes event that collected videos, images, audio submissions and text documents. The restaurant chain founded by Ted Turner worked with BrightWave Marketing of Atlanta on “Ted’s Burger FANatic Contest” to spread word about the patties. As Ted’s Marketing Director Jessica Smith explains, the corporation wanted to crow about a January announcement in DigitalCity.com, in which readers voted Ted’s one of “America’s Best Burgers.”
“So we really wanted to capitalize on that win by creating a guerrilla promotion that would allow us to use some of our social marketing throughout the month of March to create awareness of our burgers and get people to tell us why they loved them,” she says.
Ted’s promoted the campaign on its site, Facebook page and through in-store advertising, or “table tents.” About 100,000 customers who opted in to receive e-mails also learned of the campaign.
From there, Ted’s provided incentives—from a free burger for each valid entry to desserts (triggered by birthdays and wedding anniversaries) to those who signed up for e-mail or text updates. (Contestants already knew about the Prius and the second- and third-place prizes of a Montana vacation or a year of Ted’s Burgers, respectively.)
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