red lobster: mapping the journey to crabfest, presented by carl allen

Red Lobster Carl Allen

Mapping the journey to CrabfestLearn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 41New York City10-26-2016

MemberMeeting

41

MAPPING THE

JOURNEY TO CRABFEST

October 26, 2016

Our Challenge

How do you get an audience to listen to your sourcing story and want to visit your

event on a limited budget?

Red Lobster Marketing Communications:

Communicate Red Lobster’s messaging priorities externally to drive visits and increase brand affinity

Responsible for: TV, Web, Display, Social, Search, Local (e.g. OOH), and FSI

Our Team and My Role

EventsDrive awareness

and consideration of Events

Growth TargetsExtend awareness and consideration

to a new guest

LunchDrive awareness

and consideration for a new occasion

EquityStrengthen brand

loyalty & engagement

EvergreenStrengthen

consideration & conversion

Our Content Pillars

Flavors of Crave

Encourage guests to give in to crave and reward them with new flavors, products

and preparations

Guardians of the Sea

Take credit for shaping the oceanic world through

sourcing and sustainability stories, sea-to-table

journeys

Celebration Destination

Create and celebrate memorable moments and events

What is Crabfest?

Strategy

Deliver a variety of craveable crab dishes offered only for a limited time

Positioning

Red Lobster’s Crabfest is back and better than ever. With more choices and new kinds of crab dishes, this is the ultimate celebration of everything crab. There’s a crab dish for everyone – come find yours!

What is Crabfest?

360˚ Approach to Marketing Planning

PRPress release, local TV outreach with GMs, Chef Heidi video and influencer leverage

ADVERTISINGTV and

Online Video

IN-RESTAURANTEvent Card, Lobby

Banner, FSI

DIGITALWebsite, FCC Email, Search, Social, Display,

Mobile and Yelp; Integrated

Contest

Deadliest Catch & Captain Sig

Agency Ideas: Good but Expensive Rendition of Final Story

Pooling Our Resources to Navigate the Rough Waters

The Journey to Crabfest

Campaign Overview

Telling the Whole StoryGenerating

Awareness & Engagement

RedLobster.com/CrabfestDedicated Sea-to-Plate hub

RedLobster.com Callout

Prime real estate highlighting contest & Captain Sig

integration “above the fold”

Sea-to-plate content added weekly to drive repeat visitation

Detailed contest instructions

Alaska Seafood Marketing Institute partnership highlight

Crabfest menu showcased as final phase of journey

Digital game adds layer of fun engagement

Weekly Social Challenges

PR Outreach FCC Inclusion

The Grand Prize

Objective: A six-week cross-channel activation to tell the story of sea to plate, claiming credit where credit is due for our sourcing credibility and culinary expertise; Giving guests and employees a chance to see firsthand where the journey begins.

Campaign Highlights: Sea-to-Plate Carousel

Campaign Highlights: Contest Prompt from Captain Sig

Campaign Highlights: 360˚ Video

Campaign Highlights: Crab Education Carousel

Campaign Highlights: 360˚ Photo

Campaign Highlights: Crabber Challenge

Campaign Highlights: Snapchat

Campaign Highlights: Menu Photography

Campaign Performance

• 4x as many contest entries as previous 360 campaigns

• 360 content engagement rate outperformed the rest of campaign

• Campaign influenced purchased intent and likelihood to recommend• FB: PI (+12pts vs. control), Reco

(+14pts)

• IN: PI (+5pts), Reco (+1pt)

• Deadliest Catch saw benefit from partnership as well

Fan Response

Cross Channel Synergy

Start with a Strong Brief and Stretch

Goals

Don’t be afraid to say No; Stay Strong

Internally

Use what you already have and

leverage it for more

Relationships Matter

Lend credibility from celebrities, influencers, and

partners

MAPPING THE

JOURNEY TO CRABFEST

October 26, 2016

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 41New York City10-26-2016

MemberMeeting

41