LAKE FOREST, CA: Johnny Rockets, a retro-restaurant chain with stores in 29 states, and several countries, is set to launch a branding campaign that extends the music value of its dining experience online.
The online campaign, to launch in late June, features free iTunes cards, iMixes which show the lineage of yesterday’s musicians to today’s, and an interactive “subway map” showcasing influencers linking all artists.
Johnny Rockets is working with Cornerstone Promotion on both conception of the campaign and its PR department for the media relations behind it. AOR Hill & Knowlton has assisted on the campaign, according to Mimi Somerman, SVP of marketing for The Johnny Rockets Group.
“Music is an integral part of our brand, and we’re hoping to deliver our experience outside of the restaurant,” Somerman said.
Ed James, president of Cornerstone Public Relations, said the campaign would reinforce Johnny Rockets’ music-centric dining theme and take it beyond the 50s retro music that it’s normally known for. He added that the Web site can also serve as an educational experience to show both parents and children their favored music is interlinked through influence and homage. The goal of the campaign is to drive traffic to the site and restaurants.