Pigskin Payoff (Instant Win Promotion)
ChallengeSmokey Bones is an established national casual dining restaurant chain with over 72 stores nationally. In conjunction with a corporate rebranding execution, Smokey Bones wanted to utilize the start of the 2008 football season (college and pro) making Smokey Bones a destination during Autumn weekends.SolutionCreate an instant win promotion utilizing unique scratch card game pieces. All restaurant guests would receive one scratch card game piece at the conclusion of their visit. To create initial buzz, an additional 1.2 million game pieces were designated for direct mail distribution in all Smokey Bones markets.DetailsBeing a complete turn-key resource, MRI consulted with Smokey Bones and their agency on game development and prize structure. Furthermore, MRI developed the official rules and seed plan for winning game pieces (2.6MM total pieces). MRI managed game piece development and production and hand seeded all 86 high level winning pieces.ResultsThe promotion just ended the in-market phase with results due by Q2. Each Smokey Bones location distributed approximately 1,200 game pieces per day, which indicates an increase in total guest volume by almost 2%. |
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