Twitter Party
Texas Roadhouse Twitter Party Project
nationwide celebration honoring veterans.
What we did:
- Creative
- Advertising Campaigns
- Customer Experience + UX
- Website + Platforms
- Social Media Marketing
- Video Production
- Media + Press Outreach
- Influencer Outreach + Engagement
- Analytics + Insight
The promotion is twofold:
- On Veterans Day, all current and retired personnel are invited to a free lunch at any Texas Roadhouse location.
- Texas Roadhouse teamed up with Heinz’ “Our Turn to Serve” promotion. With that, customers could instantly thank a veteran by scanning a QR code at a Texas Roadhouse location. With every scan, Heinz donated $1 to the Wounded Warrior Project.
Twitter Success
We partnered with our sister agency, (amp) – Leap Group’s full-service media and amplification agency – to host a one-hour Twitter celebration the day before Veterans Day.
Then we gathered a team of influencers that each had a spouse or other loved one who was either active in the military or a military veteran.
#TexasRHforVets
We divide the tweets into 3 main categories:
- Engagement tweets to encourage conversations – from quick questions and retweets to prompts asking users to share about the veterans or active military personnel in their lives.
- Promotional tweets that surprised users with Texas Roadhouse gift cards for sharing their stories.
- Informational tweets that drive awareness of the Veterans Day lunch and the Heinz promotion.
Then we gathered a team of influencers that each had a spouse or other loved one who was either active in the military or a military veteran.
Matter More
And the end of the day, the Twitter celebration was a huge success, both online and offline. Texas Roadhouse saw an increase in sales on Veteran’s Day.
#TexasRHforVets peaked at No. 2 in Twitter’s trending topics, surpassing a music video Taylor Swift dropped that day.
to Veteran’s Day Lunch Landing Page
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