DALLAS BBQ – AOR & Snap. Tag. Win!



AGENCY OF RECORD

Dallas BBQ has enjoyed being one of New York City’s top privately held restaurant groups in the five burroughs. Their ridiculously reasonable prices on quality barbeque and their adored Texas-Sized frozen drinks has kept consumers coming back since the 1980’s. However, when we were awarded the Marketing AOR in 1998, we quickly realized their branding was stuck in the 80’s. We quickly dove into our Presearch™, targeted insights and established a Key Brand Benefit. With the brand essence defined, we mobilized our team to explore a new logo treatment, food photography and an overarching brand style. Once a style guide was created we then set our sights on securing them a domain and website. From there subway advertising made sense. Most recently we created a brand voice in the Social Media space and cultivated a thriving community. We continue to engage the fans with insightful posts, conversations and games of chance, notably the uber-successful hashtag photo contest… Snap. Tag. Win!

Challenge:

Dallas BBQ, a NYC staple with 11 locations in the 5 boroughs, was looking to engage their rapidly growing Facebook fan base. Sharpleft created and continues to maintain a very strong dialogue and affinity strategy with their social media fans. The brand team was looking to further nurture the fan’s involvement and recruit more brand advocates and adorers.

Solution:

Sharpleft created the Dallas BBQ “Snap. Tag. Win!” Photo Contest with weekly winners now through the 2014 holiday seasons. Our insight studies allowed us the clarity to maximize the photo contest platform’s strengths by creating an easy to enter, smart and brand affirming photo contest with multiple post point opportunities to allow and encourage brand loyalists to recruit other adopters to the brand.

This 5 month long social media-centric photo contest, will continue to run across Facebook, Instagram and Twitter. This contest required strategy, user-experience architecture, legal rules, contest engine, all POS material for print and digital in-store advertising, as well as all of the graphic elements and copy for the contest infrastructure. Sharpleft also created the winner identification and fulfillment process to maximize the advocate/ambassadors reach by creating steps to fulfill that made advocate posting preferred and rewarded.

Results:

The photo contest has already had over 14,000 submissions and each post on Facebook has seen upwards of 8,000 views. We will continue manage the weekly winners and cultivation of this growing community.

Client: DALLAS BBQ

Project: Snap. Tag. Win! Photo Contest

RESULTS AT A GLANCE

1.8M

Impressions

14120

Entries

263800

Engagements

124590

#DallasBBQ hastags

23710

Shares

14120

New Facebook Fans

1003

Votes

24%

Fanbase Increase