Restaurant chain Pei Wei Asian Diner used the launch of its Caramel Chicken entrée to beef up its email database. Online messaging and in-?restaurant signage called on consumers to join Pei Wei’s email list via SMS, Twitter, Facebook or on the Web in exchange for a discount coupon. The campaign ?generated 20,000 new email subscribers in two weeks, with nearly a third of the opt-ins coming through SMS from diners.?
Universal Pictures launched a scavenger hunt in October in support of the would-be action-adventure blockbuster “Tower Heist.” Backed by a major multimedia campaign encompassing national TV spots, transit ads and billboards, the excitement-and-adrenaline-building campaign is a case study in how to build hype ahead of a film release. The Tower Heist Facebook page snagged 162,000 “likes” by early November, just three weeks after the campaign launched.?
With cold and flu season lurking, Heinz partnered with agency We Are Social to ?allow Facebook users in the U.K. to send ailing friends actual cans of soup directly to their sick beds through its Facebook page. The labels were personalized with the phlegmy friend’s name below the words “Get Well Soon.” Roughly 2,000 cans — which cost the European equivalent of about $3 each to send — were mailed during the life of the campaign. Numerous fans expressed disappointment on Heinz’s Facebook wall when the campaign ended in October.?
Sara Lee Deli’s “Life’s Not Perfect …?But Your Deli Meat Can Be” Facebook campaign attempted to connect with consumers through a series of videos depicting “life’s imperfect moments” and “sandwich-perfecting recipes.” The Facebook page includes adorable videos of children, recipes, poll questions and product photos. The videos and helpful posts give the page’s 116,000 fans something to chew on, but a direct call-to-action embedded within the page would have made this an even meatier campaign. ?
