Industry News | October 17, 2013
Così Hits the Streets for Fall Campaign
Così Inc.—the fast-casual restaurant chain with more than 100 restaurants in 16 states, the District of Columbia, Costa Rica and the United Arab Emirates—announced its partnership with digital engagement leader ePrize to launch "Fall Into Così," a digital sweepstakes designed to engage consumers and drive traffic to Così restaurant locations. The campaign culminates in a grand prize drawing for a trip to Paris and rewards entrants with a chance to win one of 1,000 $5 Così gift cards.
The Fall Into Così campaign is a multi-channel sweepstakes that enlists consumers to print out a game piece via dedicated microsite or a mobile optimized site. Consumers can then take the game piece to their local participating Così restaurant, where a decoder screen reveals a win or lose message via a scrambled graphic.
"Così is a brand with a strong history of deep customer loyalty," says Marc Lapides, director of marketing for Così, Inc. "The Fall Into Così campaign is designed to get our customers excited about our fall limited time menu items and visiting our restaurants."
To promote the campaign and drive additional traffic into the restaurants, Così is leveraging street teams to get the word out in five key markets: New York, Chicago, Philadelphia, Washington, D.C., and Boston. The street teams will travel between restaurants in these markets while promoting the fall menu items and handing out game pieces.
"Digital campaigns with gamification elements are a proven way to drive consumer traffic to restaurant locations," says Sara Kowal, VP of innovation, ePrize. "Fall Into Così offers a unique spin on this effective method by incentivizing consumers to more deeply engage with the brand."
The Fall Into Così campaign will run through October 31, 2013.
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