Campaign: Tweets for Eats
Client: Benito's Hat
PR team: Unity
Timescale: October-December 2011
- To drive buzz for Benito's Hat
- To increase Twitter followers
- To increase sales.
Strategy and plan
Benito's Hat has three restaurants in London - Covent Garden, Goodge Street and Oxford Circus. Unity identified the brand's target audience as young professionals working in creative industries such as advertising, PR, marketing and media.
Unity spotted that members of this group often had a competitive nature and a desire for social recognition among their peers. Based on this observation, the team proposed a campaign that put these characteristics at its core.
By a stroke of luck, the Mexican celebration of Day of the Dead - or Dia de los Muertos - was approaching, so Unity recommended using this calendar hook to anchor its activity.
The agency launched a 'Tweets for Eats' competition, encouraging offices in central London to tweet 'give me a free burrito' to @benitoschat using #dayofthedead and their #officename as hashtags.
The offices were in competition with each other - the more tweets an office sent, the more likely it was to win burrito meals. These tweets effectively 'steered', in real time, a food delivery car (Day of the Dead Karma Kar) to their office. As well as office workers, the Twitter profiles of media outlets were contacted to spread news of the promotion.
To drive people in-store, Londoners received 50 per cent off their main meal if they visited in Day of the Dead fancy dress such as skull face-painting, Hawaiian shirts, garlands of marigolds and top hats. Additionally, if someone spotted the Karma Kar on its way around London, took a picture of it and then presented it in-store, they could receive money off their meal.
A targeted programme of media relations accompanied the social media campaign. Media targets included all online London-centric titles that feature quirky stories, and eating and drinking articles, as well as marketing trade titles.
Meanwhile, as the campaign progressed, burritos were delivered to the breakfast show teams on Capital FM, Radio 1, 1xtra, Xfm, Heart, LBC and Absolute Radio to further drive buzz via the airwaves, as well as on Twitter.
Measurement and evaluation
By day three of the campaign, it had become the number three trending topic in the UK. With more than 2,000 Twitter mentions of the competition and #dayofthedead, there were also tweets from Dougie Poynter from McFly (419,000 followers) and Lisa Snowdon from Capital FM (49,000 followers). Unity secured 14 pieces of coverage including in the Metro and AnOther Magazine.
The campaign helped Benito's Hat to achieve a sales increase of 25 per cent.
GARY FREEMANTLE, CEO, CLARION COMMUNICATIONS
I liked this campaign - and testament to its success was the fact that the whole Clarion office got involved and won some burritos.
Unity was intelligent and strategic in identifying a sweet-spot target audience and its motivations (agencies are competitive, chat in the office about fun online offers and are big tweeters).
It also demonstrated a good understanding of Twitter in using minimal incentives (free burritos delivered) for maximum results (great sales uplift and good online buzz and traditional media).
'Tweets For Eats' was a punchy concept, but I wonder if the campaign could have been even stronger if Unity had stuck just to that theme rather than introducing the Karma Kar (hard to understand the relevance) and even the Day Of The Dead itself (not that well known in the UK).
When one creates too many new names there is always a danger of the main client brand being overshadowed.
Money saved from these extra elements could have funded a longer social media programme.