So when we got the opportunity to work on a “Win Free Pizza for a Year” website campaign, we ate it up!
Little Caesar’s approached us to help them build excitement for the grand opening of the first Little Caesar’s in Washington DC.
They are no rookies to marketing, so we had to come up with an innovative way to enter the market.
What transpired was PizzaPizzaDC.com, a contest platform that can go viral in 2 clicks, collect a ton of email addresses, and serve as a portal for coupons and promotions.
This case study outlines the creation of the contest platform.
Responsive Web Design
Responsive web design (RWD) is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).
Social Media Design
Vibe Restaurants, a franchise owner of 50+ Little Caesar’s restaurants across America, approached The Creative Complex to help them launch their Washington DC location. This would be the first and only Washington DC location, so the entrance had to be grand. LC and CC felt that an effective viral launch strategy would help them grow virally on the internet, where normally they would only be investing in traditional advertising methods (print, TV, radio). At the same time, we wanted to collect phone numbers and emails for marketing purposes.
Our task: To create a viral launch website and social media branding for the launch of Little Caesar’s Washington D.C.
The best launch programs embody and advance the company’s brand by supporting the desired perceptions. In the case of Little Caesar’s, our objective was to leverage the existing identity that encompasses every tangible expression of an approachable well established brand. Our goal for LC was to introduce and position the brand in a popular market, create immediate brand recognition and excitement on social media, thus leading to first impression awareness and new customers in the store.
We accomplished this by developing a viral launch website that would become immediately viral with the opportunity of winning free pizza for a year, thereby positioning LC for excitement as well as lead generation. We focused on key elements necessary to distinguish LC: win free pizza for a year.
The success of LC’s viral launch strategy implementation plan involved the development of a mobile responsive website landing page with a blog backpage, social media and event launch branding identity program. The collateral is designed to brand the the free pizza for a year along with their entrance into the Washington DC market. We developed brand elements, digital media, and collateral for both online and offline use.
The result was a successful launch of PizzaPizzaDC.com and the collection of over 500 email addresses in the first month.
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