Campaign: Guinness World Records attempt in honor of Schlotzsky’s 46th birthday
Agency mix: Allison+Partners
Duration: October 6 - 8, 2017
Budget: Approximately $40,000
As a nod to Schlotzsky's humble beginnings in Austin, Texas, the restaurant chain invited fans on the street to complete a paint-by-numbers mural on the wall of a Schlotzsky's in the area and break a Guinness World Record in the process.
Schlotzsky's, alongside its PR agency partner for the campaign, Allison+Partners, began planning for the campaign in June 2017.
"The overarching strategy for the campaign is to reaffirm the brand's connection to Austin and the spirit that comes out of the city and tie that back to the brand," explained Lisa Rosenberg, chief creative officer and co-chair for consumer marketing at Allison+Partners.
The brand decided on the idea of attempting to break the Guinness World Record for most people participating in painting a mural on the brick wall outside the Schlotzsky's location on South Lamar Boulevard in Austin.
The brand's main strategies for success were to try to time the record-breaking attempt with the Austin City Limits concert series, which would bring an influx of people to the city's downtown area, as well as work with the Austin city government to commemorate the brand's connection to the city.
"In terms of social, we wanted to work with a handful of local influencers to promote the activation," said Rosenberg. "We also did outreach to Visit Austin, the local tourism bureau, to drive some social mentions that were unpaid and we also wanted to leverage an artist who was well-known around Austin."
Beginning in July 2017, the campaign team coordinated with Austin to officially declare October 6 as "Schlotzsky's Day." That same month, the brand tapped a local Austin street artist, Sloke One, for the design and outline of the mural.
Also in July, Schlotzsky's partnered with Guinness World Records to schedule an official attempt for "the most people to contribute to a paint-by-numbers mural".
On October 6, Sloke One and the campaign team took to the streets to begin the Guinness World Record attempt. The artist had designed the mural to have each participant paint one square of brick, which would eventually shape into Schlotzsky's most iconic sandwich, The Original. The campaign team secured a representative from the mayor’s office to attend the kick-off of the activation and paint the first square of the mural, which helped drive local media interest.
"In terms of media coverage, we were very focused on the local market, online, print, broadcast, calendar listings, and community engagement," said Rosenberg.
To help fans get in the spirit of connecting with the brand and helping to paint the mural, the campaign team produced "I broke a record with Schlotzsky's" shirts for on-site giveaway. The street team for the activation also engaged passersby with flyers and signs throughout the weekend.
"When you do event work, there's always the unexpected or the unplanned for, whether it be running crowd control or keeping track of who has done a record attempt," added Rosenberg. "Managing all of those things logistically was probably the biggest challenge."
The brand chose to work with five local influencers to help promote the campaign on social during the activation: Dine with Shayda, What Jew Wanna Eat, Love of All the Things, Sushi Girl ATX, and A Taste of Koko. Each of these Austin-based influencers has 5,000 to 45,000 followers on Instagram.
**Giveaway Alert and Cool Event Alert** #partnership Help Austin-born @schlotzskys celebrate their 46th birthday! In honor of Schlotzsky’s 46th birthday celebration, the City of Austin is proclaiming Friday, October 6 as the first "Schlotzsky’s Day." The all weekend celebration at Schlotzsky’s South Lamar will include a GUINNESS WORLD RECORDS attempt for the most contributions to a painting by numbers title featuring The Original® --the sandwich that started it all-- designed by the "Mayor of Austin Graffiti Art," Sloke One. There will also be live music & DJs on the rooftop, comedy, food, drinks and more! **We are partnering with @schlotzskys for a $25 @schlotzskys gift card giveaway! To Enter: 1) Simply Tag 2 friends who will go with you to Schlotzsky’s this weekend to participate in the GWR Note: a winner will be selected at random noon on Friday October, 6th. • • • #aclfest #scholtzskys #guinessworldrecords #aclunofficial #giveaway #giveaways #atxlivemusic #livemusic #livemusicrocks #interactiveart #rooftopparty #atxlife #austinlivemusic #autinmusic #musicscene #artscene #sandwiches #comedy #comedyshow
Schlotzsky's ended up securing the Guinness World Record with participation from 2,643 Austin community members and fans, surpassing the previous record-holder by 39 participants.
It's official! Guinness book world record for most crowd participation in a paint by numbers mural! 2,643 people helped paint the mural I designed for @schlotzskys ! Thank you to the great community of Austin Texas!!! #schlotzskys #guinnessworldrecord #sloke #austin #texas #austintexas #austintx #honored
The brand received media coverage and multiple segments of coverage on all four local broadcast stations in Austin, as well as several local newspapers. The campaign generated 54 total placements, including national coverage in top-tier outlets such as Food & Wine, The Daily Meal, and Fox News.
The local influencers tapped for the campaign, Sloke One, and Visit Austin produced 19 total pieces of social content for the campaign, leading to more than 1,000 likes on Instagram alone.