Carrabba’s recently introduced their new fresh, scratch-made menu, with a focus on appetisers and small plates. Carrabba’s and Wunderman approached Brandmovers to develop a promotion that would build awareness and drive product trial by generating foot traffic into Carrabba’s locations nationwide.
How it Works
At kickoff of the National Championship Game, a TV commercial was run on 32 networks simultaneously, all driving traffic to our site (over 60,000 concurrent visits at one point). The site performed flawlessly, awarding either an appetiser, small plate or entree with an average wait time of less than 1 second. By tying the the fulfilment method to the Carrabba’s CRM platform, we provided users with a reason to give us a valid email address, and were able to translate site visits into quality CRM leads.
We awarded over 650,000 prizes during the 3 hour game, and had exhausted the full million within 24 hours. In addition, we captured over 800,000 opt-ins for Carrabba’s email marketing efforts.