Burger & Lobster launched Smack in the heart of London’s Soho positioning the new site as its little sister, serving a premium product – Lobster Rolls but with the efficiency of a fast food outlet. We needed to engage the Soho and wider London audience both online and on the street and let them know there was a new way to eat lobster in town.
Content marketing gave us a clear route to rise to the challenge. Our content marketing strategy carefully mapped out the target audience, which helped inform our creative. The resulting “Lobster Battles” campaign allowed our audience to vote for their favorite Lobster Roll both on social media but also on the street using an innovative tablet enabled street team, both of these components were optimised for data capture. Each day of the campaign the people who voted for the winning roll received a voucher to taste their choice for free.
Using content as the main vehicle to help drive awareness of Smack’s unique offering was extremely effective.
But tieing together the online and real world was the key success of this campaign, content drove visual awareness in a tone personalised to the target audience but by adding sampling through the voucher mechanic we drove real foot fall and the all important taste bud awareness!