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.
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
New Facebook Fans