With the release of the Sin City Burger (American cheese, fried egg, apple wood-smoked bacon, haystack onions and smash sauce) nationwide, Smashburger launched the #SinCitySurvivalTips campaign. The objectives of the campaign were to build awareness for the Sin City Burger, gain appeal amongst the Millennial generation and have 2,000 submissions.
Smashburger fans who thought they had what it takes to survive the "Sin City" were asked to submit their best and most outrageous survival tips on Instagram or Twitter using the campaign hashtag #SinCitySurvivalTips for a chance to win a trip for two to the real "Sin City" and put their survival skills to the test. Any and all tips were accepted if they included the campaign hashtag.
- Website: A website/splash page (www.sincitysurvivaltips.com) was created for the campaign and includes the following elements:
- Campaign video located at the top of the page showing people how the campaign worked with examples of different "Tips."
- Smashburger branded elements – Sin City Burger photos, logos, etc.
- Las Vegas photos- real time photos of different elements in the Sin City (casinos, gambling, hotels, etc.) to give it a Las Vegas look and feel.
- Aggregated fan photos/submission entries that used the hashtag #SinCitySurvivalTips.
- Smashclub sign up to receive a $2 off a Smashburger purchase
- Influencers (Speakr): We utilized influencers to launch the campaign. Influencers would either share the URL of the website/video to promote the contest to their fans or "lead by example" by submitting their most useful tip for surviving the Sin City. The influencer's posts included the campaign hashtag #SinCitySurvivalTips.
- eBlast: We distributed an eBlast to all 900k Smashclub members promoting the contest, website URL and information on how to enter.
- Smashburger.com: We promoted the contest with a promo pod on the top of the page with a link to the website URL and hashtag information for how to participate
- PR: We distributed two press releases nationally to announce the contest and pitched them to advertising/marketing trades to increase awareness of campaign. The second press release announced that the Sin City Burger was our best-selling LTO's in the company's history.
- SlideShare- We created slides promoting the Sin City campaign with example tips for guests to view.
- Sin City Survival Kit Schwag- We used a tactic of "surprise and delight" for 100 random fans that submitted entries with Sin City Survival Kits (i.e. Sunglasses, Bro Tanks/T-Shirts, Sun Screen, Fanny packs, Hats, etc.)
- Twitter/Instagram
- Continuously retweeted, liked and shared people's posts and media/influencer mentions
- During campaign- Posted once per week with tips for surviving the Sin City
- Still images from videos with copy overlaid on the picture
- Copy includes hashtag, website and trip details
- Pinterest
- Created Pinterest Board for the Sin City Campaign
- Pins of videos direct from YouTube
- Pins of survival tips
- Pins of Sin City Survival Schwag
- YouTube (Videos in 'Education' category)
- Posted all campaign videos to YouTube and ran pre roll ads.
Our goal was to get 2,000 entry submissions and we far exceeded that with almost 9,000 submissions. We hit our goal of spreading the awareness for the Sin City Burger with this being one of our bestselling LTO burgers of all time, check out the press coverage. Check out our recap video HERE.
Campaign Statistics:
- Total Entry Submissions: 8,485
- Twitter: 4,141
- Instagram: 826
- Mail In entries: 3,518
- Total Campaign Impressions: 16,529,448
- Twitter: 3,963,581
- Instagram: 6,952,367
- Influencer Group: 5,613,500
- Total Campaign Reach: 8,913,698
- Twitter: 2,185,658
- Instagram: 6,728,040
- Influencer Group Engagement: 115,994
- Total Increase in Followers:2,423
- PR
- Impressions (UVM- see Appendix for details): 76,575,649
- Advertising stats/info
- Facebook & Instagram
- Ad Impressions: Total Ad Impressions : 100,713
- Ad Clicks: 2,699
- Video views: 23,13
- Pinterest
Video for Smashburger's Sin City Survival Tips
