Client: Goode Company Restaurants (Houston)
Agency: IntegratePR (Houston)
Campaign: Goode Company 35th Anniversary Texas Tour
Duration: March 5 - November 13
Budget: About $10,000
Goode Company operates seven restaurants in Houston and a mail order and catering business. To celebrate its 35th anniversary, the company and AOR IntegratePR are giving Facebook contest winners the opportunity to travel to one of six Texas cities to experience facets of the state's culture.
Agency Founder and President Allie Danziger notes the goal of the campaign is to give back to patrons and drive brand awareness while emphasizing the company's expertise in Texas culture.
“I wanted to pay homage to areas of Texas that represent some of the nuance of the different concepts of our brand and let people experience some of our favorite spots from a food, drink, and music standpoint,” explains Goode Company president Levi Goode.
The company gave away trips to Austin, Fort Worth, San Antonio, and Gruene in the period from March to August. October and November winners will visit Round Top and Houston, respectively.
It is using social media outreach, traditional media and blogger relations, in-store promotion, and Facebook ads to drive awareness.
One winner for each tour is chosen at random from entrants who submitted their name and email address in a custom Facebook tab. Prizes are tailored to each city but generally include one airfare voucher, donated by Southwest Airlines, or a gas card; hotel accommodation; attraction admission; at least one meal; back-stage passes at concerts; and a gift bag with a guidebook of Goode's favorite spots.
Media and blogger outreach is ongoing, with local outlets in each market pitched before, during, and after tour stops. National targets include travel, general consumer, and food outlets.
Professionally shot photos of winners' tour experiences are used in pitches and posted to Facebook. Winning consumers are also given disposable cameras and encouraged to share pictures on their social media pages.
Twitter influencers in each tour market are engaged to help spread the word.
Restaurant staff was trained to discuss the tour. In-store promotional materials include flyers and receipts carrying contest information.
So far, results have exceeded expectations. Goode reports increased sales this year, though he notes it's difficult to quantify the campaign's impact, given there's no direct tie.
From February to September, Facebook likes climbed from 1,924 to more than 4,200. Unique monthly views of the Facebook page skyrocketed from 600 in September 2011 to 20,000 thus far in September 2012.
Twitter followers increased from 2,205 in March to 2,644 in mid-September.
Average monthly website traffic is up from 16,000 unique visitors in 2011 to 21,000 this year. Out-of-state visitors have doubled compared with 2011 to about 3,000 per month.
Twelve stories have run in outlets such as Houston Press, KENS5 San Antonio, and The BBQ Grail.
Goode Company and IntegratePR will continue working together. Media and tour winners will be invited to the company's November 13 anniversary party in Houston.