EAT FOR FREE by PHD Madrid for Rodilla

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EAT FOR FREE

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Spain
Agency PHD Madrid
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: RODILLA
Product/Service: RESTAURANT
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: PHD, Madrid, SPAIN
Entry URL: http://www.echalemorroycomeporlacara.com/
Strategic Director: Cesar Barral (PHD Spain)
Head of Mobile: Gonzalo Galván (PHD Spain)
Strategic Digital Director: Pedro Pin (PHD Spain)
Digital Planner: Alessandro Orru (PHD Spain)
Media placement: Mobile Marketing - Rodilla Restaurants - 25/05/2009
Media placement: Social Networks - Facebook & Twitter - 25/05/2009
Media placement: Others Internet - You Tube, Etc. - 28/05/2009
Media placement: Street Marketing - Madrid - 28/05/2009

Results and Effectiveness
The goal of 40,000 meals in 2 months was achieved in just 3 days, and only 3 days after, that figure had doubled. Just on Facebook, the promotion’s profile had almost 2,000 fans. In 3 months’ time there were over 135,000 unique hits on the web, with a restaurant return ratio of 68%. Likewise, over 66% of new customers were between the ages of 18 and 35. Mission completed: massive traffic at the stores, rejuvenated brand and a complete and enormous database up and running.

Creative Execution
Through social networks, blog hunting, permission marketing and innumerable other guerrilla-action tactics, we became www.echalemorroycomeporlacara.com in a fun-filled alternative where you could eat without spending a cent. The registered users received on their mobile phones a BIDI code, unique and exclusive to each user, allowing them to enjoy a free meal at any Rodilla establishment and to become part of a select club with attractive, periodic offers. The validation system at the point of sales allowed us to collect behavioural information about the user as well as identifying the location of the restaurant visited, the offers accepted and the timing of visits. But besides eating for free, we invited our new friends to take a photo or a video of themselves eating their sandwich, which had never been done before. This content went viral through the web on www.echalemorroycomeporlacara.com and gave the most popular pictures or videos the chance to win a big prize: free food every day for a year.

Insights, Strategy & the Idea
No better place than Rodilla to have a sandwich. But the enormous range of fast-food alternatives had generated some tough competition, where everyone was looking to differentiate their products to increase traffic at their establishments. When to that, we added the need to rejuvenate the brand and somehow manage to construct a new qualified database, we decided to design an aggressive strategy that would be extremely segmented and 100% in tune with these requirements. We had to go out and find our target group, make them an irresistable proposition and surprise them with an atypical experience at the point of sales. If we wanted young people to rediscover the brand, we knew we’d have to talk to them face-to-face, seduce them to come in and get to know us and to make their visit the beginning of a long romance. And what better way is there to “get to know one another” than inviting people in to eat? Would you dare accepting a free lunch?