Target Audience: General Market.
Media Buy: Billboards in Chicago in conjunction with other media such as Print and Internet advertising.
Rationale: Rockit Bar & Grill contracted a Billboard in Chicago’s Wrigleyville area to be the center of their Facebook contest. The two-week contest encouraged people to take a picture in front of the Billboard and then post it to Rockit’s Facebook page. People who uploaded a photo instantly received a $25 gift certificate to Rockit! In addition, the photo with the most comments and ‘likes’ on Facebook was announced at a party at Rockit and the lucky winner won their picture on the next Billboard.
Results: The results were instantaneous! The campaign enticed consumers with their savory images and created a lot of buzz as it was mentioned in multiple local newspapers and even the local news! Rockit Bar & Grill said that the campaign "increased their Facebook fan page followers by the hundreds.”
- Kriss Gibbons- Marketing Coordinator, Rockit Bar & Grill