Chili's was lame. Most people thought of them as standing for... um... er... exactly. Outside of the huge neon pepper, the chain was only known for ho-hum safe Mexican-inspired fare, and a pretty decent margarita. We placed our bets on their signature cocktail. We created a mindset that drove sales and sparked a modern-day renaissance for their bar.
Go to your Margarita Place. It's more than a place where you sip your favorite drink. It’s state of mind, a reset button on the hohum. Your Margarita Place is your happy place. The escape from the routine. Where you go to feel relaxed and re-energized with friends and family. Where you go when you crave the buzz of music, laughter and sizzling fajitas. It’s whatever makes you happy. Whenever you want it.
Go to your Margarita Place. Go to Chili’s.
Using online and in-store advertising, we created a twit-pic contest centered on Chili’s three newest margaritas. Posing with one could land you in sunny Mexico. The promotion generated tons of photo submissions for Chili’s, which we later featured in the advertising. Real fans. Real pics. It was a recipe for bigger bar sales.
Our Facebook tab let people see everyone who posed with one of Chili's new margaritas, allowed people who didn't use twitter to upload photos, and invited both contestants and friends to join the conversation about Chili's newest margaritas.
Finally, we leveraged the twitpics generated by the photo contest to create authentic endorsements for the bar scene at Chili's.