Industry News | February 8, 2012

Chuck E. Cheese’s Capitalizes With Social Media Campaign

M/C/C works with mom bloggers, on behalf of Chuck E. Cheese’s, to help the family entertainment leader reach parents on a more personal level.

This being the case, it was crucial for Chuck E. Cheese’s to build lasting relationships with moms via social media.

With this goal in mind, M/C/C crafted a multi-stage plan that established an objective and a detailed action for each stage. The plan focused specifically on engaging with fans online and culminated in Chuck E. Cheese’s first appearance at BlogHer, the largest social media conference for women.

M/C/C’s social media campaign for BlogHer first began in July when Chuck E. Cheese’s launched its new pizza recipe.

The agency offered guest passes and free tokens to moms who blogged about Chuck E. Cheese’s new pizza while inquiring about their plans for the blogging conference.

By proactively including details about Chuck E. Cheese’s first appearance at BlogHer, M/C/C constructed a way for brand representatives to meet with moms in person at Chuck E. Cheese’s booth. This strategy helped to cement the company’s bond with the blogging community.

“M/C/C worked hard to further Chuck E. Cheese’s commitment to building lasting relationships with moms during the new pizza launch,” says Brenda Holloway, marketing manager at Chuck E. Cheese’s.

“The launch gave Chuck E. Cheese’s the opportunity to begin a conversation with families, but we wanted to continue interacting and BlogHer provided an outlet for us to achieve this goal.”

The agency took its plan to the next level when it traveled to BlogHer in San Diego, Calif., on behalf of Chuck E. Cheese’s.

By capitalizing upon Twitter hashtags (#CECBlogHer, #BlogHer and #BlogHer11) and foursquare check-ins, established and strategically promoted by the brand, attendees were able to interact with the brand as well as find information about the booth, locate brand representatives for conversations and maintain interactions in sessions on the exhibitor floor.

“Together, M/C/C and Chuck E. Cheese’s successfully built lasting relationships with moms and families in the blogging community,” says Mike Crawford, president of M/C/C.

“This award symbolizes the unique creative approach used to drive engagement and encourage interaction between Chuck E. Cheese’s and its social media communities.”

“The MarCom Gold Award is not only a great accomplishment for both companies, but also proof that we value interactions with our online fans,” Holloway says.

M/C/C’s Gold MarCom Award places its work alongside some of the most well-known social media campaigns.

Only 18 percent of entrants’ campaigns were judged to “exceed the high standards of the industry norm.” The agency’s Gold MarCom Award will join six other MarCom Awards including two gold and four platinum, bringing the agency’s total count to seven MarCom Awards.