Red Robin intercepts Super Bowl media coverage with player offer

In a New York Daily News article published just days before the Super Bowl, San Francisco 49ers quarterback Colin Kaepernick chose casual dining restaurant Red Robin as "a favorite haunt of his" for a dinner meeting with an out-of-town financial adviser.

Organization
Red Robin (Denver)

Agency
Coyne PR (Parsippany, NJ)

Duration
January 30-February 5, 2013

Budget
$12,000

In a New York Daily News article published just days before the Super Bowl, San Francisco 49ers quarterback Colin Kaepernick chose casual dining restaurant Red Robin as "a favorite haunt of his" for a dinner meeting with an out-of-town financial adviser.

Strategy
With Super Bowl advertisements and sponsorships already locked in months in advance, Red Robin AOR Coyne PR executed an offer to Kaepernick that would capture the attention of the star quarterback and the media.

Tactics
A few days prior the Super Bowl, Red Robin CEO Steve Carley posted a half-page ad in the San Francisco Chronicle offering Kaepernick free Red Robin meals for life if he brought his team to victory.

ESPN writer Darren Rovell was given an insider scoop and exclusively tweeted the news before the ad ran.

Although the 49ers lost to the Baltimore Ravens, Red Robin chains in San Francisco and Baltimore hosted a special buy one, get one free deal after the game.

Results
Key media placements included USA Today's Game On! blog and Yahoo Sports' NFL This Week video story, as well as placements on Fox Sports, NBC Sports, MSN, Sports Illustrated online, the Los Angeles Times, and Chicago Tribune. Over 240 stories were generated as a result of Carley's offer, reaching more than 64 million impressions.

"Even with a crowded field of national brands spending millions for a share of voice around the event, Coyne came up with a plan," says Kevin Caulfield, Red Robin's senior director of communications. "It seized an opportunity with a star player who was actually a genuine fan of Red Robin."

Future
Coyne is working to capitalize on a mention of Red Robin by singer John Legend and model Chrissy Teigen in an interview with Grub Street, a New York food and restaurant blog.

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