Industry News | October 11, 2012
Souplantation, Sweet Tomatoes Runs Taste the World Campaign
In an effort to reach customers beyond the doors of its restaurants, Souplantation and Sweet Tomatoes partnered with Brandmovers to launch a strategic online contest.
With a custom microsite, social media engagement, and daily giveaways, Brandmovers transformed the annual Taste the World campaign and engaged more than 100,000 Souplantation and Sweet Tomatoes diners.
“This is the first time we did a contest of this level that had offline and online components. Our goal was to increase frequency into our restaurants by awarding guests chances to win prizes with each restaurant visit," says Joan Scharff, vice president of brand & menu strategy, Souplantation and Sweet Tomatoes.
“Working with Brandmovers made our contest vision become a reality,” she adds. “We reached our existing customers across several different channels and then watched as our customer base grew."
Throughout August and September, each guest receipt from Souplantation and Sweet Tomatoes came with a unique code that could be exchanged for a World Stamp valid for one entry to win a grand price $5,000 culinary vacation and a daily prize of a family four-pack of free meals to restaurants during the promotion.
The more World stamps each guest collected in their Passport, the more chances they had to win the grand prize.
“Sweet Tomatoes needed a way to digitally connect with their customers,” says Andrew Mitchell, Brandmovers CEO. “Passport Sweepstakes gave them an exciting solution that motivated consumer participation.”
With more than 67,000 entries and 500,000 page views, Brandmovers helped Souplantation and Sweet Tomatoes establish a digital relationship with its existing customer base and new patrons.
Each registration was also the opportunity to opt into Club Veg, the company's e-mail guest loyalty program.
Through the Taste the World contest, Souplantation and Sweet Tomatoes added more than 8,000 new emails to the current Club Veg membership, which has well over one million members.
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