Delivering a mouth-watering fast food marketing campaign can be a piping-hot dilemma. As staying in becomes the new going out, ‘fast’ food has never been faster, and is merely a swipe of a finger away. To risk becoming antiquated, fast food outlets that leverage interactive marketing experiences will rise above the kitchen clatter and get their tantalizing dishes front-and-centre for when hunger comes calling.
From quiz contests, to photo campaigns, by deploying interactive marketing experiences, brands can increase zero-party data collection, build brand affinity and engage foodies on every digital touchpoint. Below is a selection of 5 successful fast food marketing campaign experiences with incentive mechanics that will help you tell compelling, interactive brand stories across every digital channel, and put your brand at the top of everyone’s menu.
1. PROFILE FAST FOOD CONSUMERS WITH ‘SWIPEABLE’ MARKETING EXPERIENCES – KFC
To drive engagement around New Zealand’s hit reality dating TV show; Heartbreak Island, TVNZ 2 published a mobile-first Tinder inspired swipe poll to its Facebook page. Sponsored by KFC, fans could vote on the hottest couples of the week using intuitive controls and submit their personal details to be in with the chance to win a vacation from Helloworld NZ.
Once completed, participants were then provided with poll results showcasing the three hottest couples voted for. To motivate fans to get involved, entrants were provided with a carousel, jam-packed with digital coupons to download and redeem at various KFC stores. The poll captured valuable first and zero-party data and marketing opt-ins for both KFC and Helloworld NZ.
2. DRIVE AUTHENTIC BRAND ADVOCACY – DUNKIN’ DONUTS
Discovery collaborated with Dunkin’ Donuts to celebrate Shark Week 2015. They released a multi-channel photo sweepstakes campaign called “Take a Bite, Take a Pic”. Fans had to take a photo of themselves sinking their teeth into a shark-inspired donut and then share it on Instagram or Twitter using the hashtag #DDSharkWeekPromo.
To maximize campaign exposure, the best contestant photos were featured on Discovery Channel’s “Shark After Dark” programme. Participants were encouraged to visit a Wayin-powered dedicated microsite to enter and then vote for their favourite photos. To take the campaign to the next level, winning UGC entries were highlighted on a Dunkin’ Donuts digital billboard in Times Square.
3. BOOST SALES AND ZERO-PARTY DATA CAPTURE WITH INCENTIVE MECHANICS – DOMINO’S
To increase sales and capture valuable zero-party data, Domino’s set up a coupon campaign where customers were able to receive a free pizza when they had a purchase of $5 or over. To take part, participants had to visit the Domino’s website and enter their personal details to generate a redeemable coupon code. This great example of a fast food marketing campaign was used in all of the North American Outlets, where the valuable audience data they collected could be repurposed for future marketing efforts.
Results: Over all the campaign received 8K campaign shares and 20K campaign entries
4. FUEL CONSUMER DEMAND WITH SPONSORED FAST FOOD MARKETING CAMPAIGNS
Fueling consumer demand is at the heart of many fast food marketing strategies (or perhaps, at the stomach). To get fans’ tastebuds tingling for the all-new limited-edition American Muscle Burger, BurgerFuel teamed up with ‘The Motorhood’, the online destination for car enthusiasts and created an interactive quiz campaign to show how well they actually knew American Muscle. The prize was the chance to try the burger for free.
Upon completion of the quiz, participants were asked to submit a short form with their name, email address and whether or not they wanted to receive a newsletter or not which enabled BurgerFuel to capture important audience data. The quiz result was then displayed on-screen, together with an ‘order now’ call-to-action, where participants were directed to the BurgerFuel website to satisfy their burger cravings.
5. INCENTIVIZE FAN ENGAGEMENT WITH CAPTION CONTESTS
In partnership with McDonald’s, Yahoo!7 Sport gave tennis and Big Mac fans the exclusive chance to ‘Live Like A Legend’ at the Australian Open. The price included flights, lunches and courtside seats a legends match.
For the chance to win the prize, participants were challenged to come up with a creative caption that related to the image they had posted. The hashtag #WhatALegend was promoted with the campaign to ensure the competition reached all social media channels. Fans submitted a few personal details upon entry, enabling both brands to capture rich audience data.
20 Food & Beverage Digital Marketing Campaigns
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