Social Media Development, Management & Measurement: case ... · In creating a strategy for audience...
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orlando+memphis www.evokad.com case study Social Media Development, Management & Measurement: March Madness Client: Moe’s Southwest Grill - Tampa ABOUT THE CLIENT Since 2009, evōk has dedicated innovative efforts towards moving the needle for fast-casual dining favorite, Moe’s Southwest Grill. Home of the popular “Welcome to Moe’s!” greeting and a pop-culture inspired menu and atmosphere, Moe’s is a fun and engaging concept serving a wide variety of fresh, made-to-order fare. Now supported by evōk’s expertise are two Florida co-ops of the burrito builders: Central Florida and Tampa. IDEA Evōk set out to incorporate the introduction of the new Coke Freestyle machine to select Tampa co-op Moe’s locations into social media efforts by capitalizing on the popular March Madness bracket competition. The promotion would reward loyal Facebook fans with a fun way to interact with the Moe’s brand and a chance to win a Moe’s catered party for 25 people. The idea was to increase brand awareness by encouraging participants to share their drink combinations to gain votes to win. The result would be increased interactions, ‘Likes,’ shares and stories created. WORK In creating a strategy for audience participation, evōk asked followers to submit their favorite Coke Freestyle flavor combinations to be voted on. These submissions were accepted from March 1-8 via Facebook Timeline comments and the top 16 submissions were placed into a competitive bracket using a Facebook application. From March 13-26 bracket voting took place, with each level lasting for three days. Evōk created graphics for each flavor combo submitted and placed in the brackets for users to view. Votes were gathered on Facebook via photo album ‘Likes’ and generated by encouraging participants to share their graphics/combos with friends. In the end, the graphics with the most ‘Likes’ progressed until there was an overall winner who received the Moe’s catered party for 25 people. RESULTS This exciting promotion in conjunction with March Madness resulted in 700 new fans for the Moe’s Tampa co-op. Evōk helped deploy a total of 1.3 million page impressions from 540,900 unique users, for a 48% increase over the average. More than 13,000 unique stories were created by the Moe’s Tampa Facebook page and its fans, equaling a 200% increase over the average number of stories created during times outside of this promotion. In the end, more than 2,974 stories were created per day by the Moe’s Tampa Facebook page and its fans. A huge separation from the Facebook reported average of 189 per day at peak performance. (Continued on next page)
Transcript of Social Media Development, Management & Measurement: case ... · In creating a strategy for audience...
orlando+memphiswww.evokad.com
case
stu
dy Social Media Development,
Management & Measurement:March MadnessClient: Moe’s Southwest Grill - Tampa
ABOUT THE CLIENTSince 2009, evōk has dedicated innovative e� orts towards moving the needle for fast-casual dining favorite, Moe’s Southwest Grill. Home of the popular “Welcome to Moe’s!” greeting and a pop-culture inspired menu and atmosphere, Moe’s is a fun and engaging concept serving a wide variety of fresh, made-to-order fare. Now supported by evōk’s expertise are two Florida co-ops of the burrito builders: Central Florida and Tampa.
IDEAEvōk set out to incorporate the introduction of the new Coke Freestyle machine to select Tampa co-op Moe’s locations into social media e� orts by capitalizing on the popular March Madness bracket competition. The promotion would reward loyal Facebook fans with a fun way to interact with the Moe’s brand and a chance to win a Moe’s catered party for 25 people. The idea was to increase brand awareness by encouraging participants to share their drink combinations to gain votes to win. The result would be increased interactions, ‘Likes,’ shares and stories created.
WORKIn creating a strategy for audience participation, evōk asked followers to submit their favorite Coke Freestyle fl avor combinations to be voted on. These submissions were accepted from March 1-8 via Facebook Timeline comments and the top
16 submissions were placed into a competitive bracket using a Facebook application. From March 13-26 bracket voting took place, with each level lasting for three days. Evōk created graphics for each fl avor combo submitted and placed in the brackets for users to view. Votes were gathered on Facebook via photo album ‘Likes’ and generated by encouraging participants to share their graphics/combos with friends. In the end, the graphics with the most ‘Likes’ progressed until there was an overall winner who received the Moe’s catered party for 25 people.
RESULTSThis exciting promotion in conjunction with March Madness resulted in 700 new fans for the Moe’s Tampa co-op. Evōk helped deploy a total of 1.3 million page impressions from 540,900 unique users, for a 48% increase over the average. More than 13,000 unique stories were created by the Moe’s Tampa Facebook page and its fans, equaling a 200% increase over the average number of stories created during times outside of this promotion. In the end, more than 2,974 stories were created per day by the Moe’s Tampa Facebook page and its fans. A huge separation from the Facebook reported average of 189 per day at peak performance.
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orlando+memphiswww.evokad.com
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dy INSIGHT
Big Win!Major impressions made this contest a big hit with it’s strategy rooted in reaching the largest number of people through shares to gain votes, and that strategy’s ultimate success.
All About Familliar Fun! This promotion’s success was driven by the audience’s familiarity of March Madness bracket competitions. Fans were further encouraged to have fun and hang around the Moe’s Tampa Facebook page due to multistep voting, rather than just click and go, giving this promotion some sticking power.
