Find out how Grilld's "Meatwave" campaign has doubled its Facebook community
On Jan 20th they initiated this novel campaign.
Linking the weather to free burgers, beers and other deals is the premise.
Read the full report here: Here’s what you need to know about Grill’d’s latest burger giveaway
Simon Crowe, Grill’d Founder and MD answers some of our questions:
QSR Media: What has surprised you in the campaign?
Simon: Our fans continue to surprise us with their passion – they have shared the deals with friends via social channels like never before, and are constantly on the lookout for temperature targets to be smashed - it's great to see people so involved with the campaign and coming in to enjoy the Grill'd experience with family and friends
QSR Media: What kind of response has it generated?
Simon: The campaign has received an overwhelmingly positive response. Since starting, the Grill'd Facebook page has doubled its community – with high levels of engagement and positive conversation around the campaign across this platform, Instagram and Twitter. We've also had large number of customer redemptions. We know that there are a lot of burger fans out there keenly anticipating the weather right now! The promotion is still in full swing so we don't have the overall results yet – but predict engagement will remain strong for the duration of the campaign.
QSR Media: What are the goals of the campaign?
Simon: The goal of the campaign is to drive customers into Grill'd restaurants. Sign up to the campaign is digital, but burger fans have to visit their local restaurant to pick up a free Meatwave card in order to participate. And then, of course, they need to visit a restaurant in order to claim the week's deal. We also want to introduce new customers to Grill'd, generate trial and showcase the fantastic in-restaurant experience for those who may have not had a taster of it yet. Through some of the deals, we're also wanting to showcase our diverse alcohol range – from craft beers to our famous Rekorderlig slushies – and give people an opportunity to discover and try these options for themselves. In addition, we wanted to generate talk about our brand and we thought what better way to do this than to link ourselves with something that people always talk about, our weather. We also loved that summer time is all about good times with family & friends therefore our goal was to incorporate ourselves into this special time of year in a way that entertained and benefited our customers.
