Red Robin taps mobile video to promote limited-time burger

By Chantal Tode

September 26, 2011

Red Robin uses in-app video to support Oktoberfest Burger

Burger restaurant chain Red Robin is using in-application digital video ads to help educate viewers about a new burger available for a limited time.

The ads will appear in mobile video apps such as ABC News and USA Today. While Red Robin has been using mobile throughout this year in a variety of ways, this campaign marks the first time the chain is allocating a portion of its digital buy to mobile video.

“We want to capitalize on the rise of mobile video viewing by distributing our video creative – which has proved to be successful online – to increase awareness and purchase intent for the Oktoberfest Bürger,” said Jennifer Rivas, director of national marketing for Red Robin, Greenwood Village, CO.

“Focusing on mobile users allows us to reach our target audience when they are on the go and are making decisions about dining,” she said.

Mobile investment continues
The mobile ads are part of an integrated campaign to support The Oktoberfest Bürger.

Other elements in the campaign include a TV ad that will air during shows such as “Good Morning America” and “Entertainment Tonight” as well as on cable television networks.

Digital video ads designed to educate viewers about The Oktoberfest Bürger will run on video sites in addition to within the app.

The burger, which is only available until Nov. 6, comes on a toasted pretzel bun, beer mustard, Black Forest ham, melted Swiss cheese and sautéed onions. It is available for $6.99.

The campaign launched Sept. 19 and features the chain’s tagline “Red Robin, YUMMM.” It runs through Oct. 17.

The mobile ads will run throughout the same time on sites such as ABC News and USA Today.

Red Robin worked with ad agency Periscope Advertising to develop the campaign.

“The mobile ads are a small piece of an online buy that centered around pre-roll video purchased through the same channels,” Ms. Rivas said.

This is not the first time that Red Robin has supported a limited-time offer menu item via mobile. Mobile plays an increasingly important role for the chain, which has a mobile site and apps (see story).

“This promotion is the third time this year Red Robin has supported a limited time offer menu item using our mobile Web site and we will continue to integrate mobile into our marketing and communications strategies,” Ms. Rivas said.

“This campaign is not an increased investment, but does mark the first time we've allocated a portion of our digital buy to mobile video,” she said.

“We are looking at continuing to invest in mobile moving into 2012.”

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York