Johnny Rockets to grow mobile database via text-to-win initiative
December 22, 2010
Text to win a vacation
International restaurant chain Johnny Rockets is celebrating its 25th anniversary with a marketing effort that lets consumers text to win a trip to Antigua or Jamaica from Grand Pineapple Beach Resorts.
In-store signage asks consumers to text the keyword ROCKETS000 to 99158. Participants will be entered to win a trip and can also opt-in to a database for future marketing that will consist of product introductions, news and special deals.
“The strategy behind this program is to offer our guests a way to receive the most immediate information on Johnny Rockets programs directly to their cell phones,” said Tim Hackbardt, senior vice president of marketing at The Johnny Rockets Group Inc., Aliso Viejo, CA.
“It is part of a larger strategy that encompasses an overall database building strategy that includes growing social networking, email and mobile databases to provide our guests the most convenient method to receive messaging from our brand the way they want to receive it,” he said.
The Johnny Rockets promotion is called "Celebrating the Originals." It focuses on the chain's signature Original Hamburger and features a sweepstakes where guests can win prizes including a Vespa motor scooter, Donkey Kong Country Returns games for the Nintendo Wii console and free food, plus a chance to win the two grand prizes, a four-day, three-night, all-inclusive vacation for two at Grand Pineapple Beach Resorts in Jamaica or Antigua.
The Originals campaign also features three new deluxe shakes, including a new Dark Chocolate Shake made with Ghirardelli chocolate.
Highlighting foods that made it famous, Johnny Rockets created point-of-sale materials that focus on three versions of the Original Hamburger, including one with bacon and cheese and another with double beef and cheese.
Featured chocolate shakes are Chocolate Madness, Chocolate Banana and the new premium Dark Chocolate Shake that is made with Ghirardelli chocolate sauce and garnished with a piece of solid Ghirardelli chocolate.
Increasing guest frequency
To increase guest frequency, everyone is given an instant-win scratch-off prize piece at the end of their meal and encouraged to scratch it immediately.
If it awards Johnny Rockets food then they can use it on the next visit.
The mobile sweepstakes includes two grand prizes of a four-day, three-night, all-inclusive vacation to Grand Pineapple Beach Resorts, located in Jamaica and Antigua.
In addition, '80s-themed prizes include a classic Vespa motor scooter, worth over $3,000, and 2,500 Donkey Kong Country Returns video games exclusively for the Wii console. The game, which is now available in stores, marks the return of one of Nintendo's most beloved characters, who also got his start in the 1980s.
Consumers are able to enter these sweepstakes online. Only the trips to Jamaica and Antigua can be entered to win via mobile.
For a limited time, the Johnny Rockets Chocolate Banana Shake has been branded the "Donkey Kong Chocolate Banana Shake" and is sure to be a favorite with Johnny Rockets guests of all ages.
The mobile aspect of the campaign aims to increase the Johnny Rockets mobile database size.
“Mobile is where everyone lives now,” Mr. Hackbardt said. “Our core audience of teens, young adults and mothers who make important dining decisions for the family are heavy mobile users.”
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