eMerge Blog

Getting creative with our clients

Posted August 2, 2012
Category Company News
The eMerge Creative Team is currently running an interactive marketing campaign for Phil’s Grill, a chain of New Orleans-based hamburger joints.  We created the campaign as an interactive contest to drive strong engagement across all of Phil's Grill interactive marketing channels.   The campaign includes  a “weekly burger” building contest where participants create a themed burger according to any of the 17 regular season games during the 2012 New Orleans Saints Football season inside of a custom Facebook app. The app gives fans the chance to name and build burgers using ingredients from the Phil’s Grill menu, or insert their own custom ingredients. But that’s not the end, fans can also earn entries to great prizes through voting and sharing burgers online, and by redeeming meals throughout the football season at any Phil’s Grill location using a smartphone app.

This is the " Phil's Grill Road to the Burger Bowl."

The Objectives The Objectives of the "Burger Bowl" were simple. Create an Facebook contest where football fans, both local and national, could become involved in the creation of the weekly opponent burgers made famous at Phil's Grill. We are giving the fans that interactivity to really get them involved. Anyone can vote for their submitted names, or burgers, and share their creations with friends. Fans can view their submissions on the custom 2012 Saints regular season schedule and submit as many entries as they wanted.

But we don’t want to just make this a local contest, fans from out of state can also submit names and burgers. We send an email each week leading up to the next game on the schedule with incentives, promotions and directions on how to participate. We are tweeting to the out-of-state opponents so their fans can also get involved. Each week we pick a winner and the burger that Phil's Grill creates will either bear the winning name, ingredients, or both. At the end of the season grand prize winners are selected based on be selected as the Burger Bowl Champion.

The Tasks We created custom pages on the Phil's Grill Facebook page, coinciding with the Phil's Grill brand so that all of the burger’s names can be viewed under each scheduled game, the menu selection process, as well as the ability to share to your wall and with others. We started teasing the contest at the beginning of the month leading into the start of the campaign through email blasts each week and also created the ability to do all of these things on your mobile smart phone, so no matter where you are, you can participate and enter to win each week.

The Results We are excited about this campaign because it will become explosive and really drive a lot of success for our client, Phil’s Grill. Hopefully the New Orleans Saints can keep up with the success of this contest and represent our city. The viral potential is huge and the competition between teams is the gasoline waiting for a match. This contest is the spark that will set this football season on fire. We are ready to make this season memorable for football fans and Phil’s Grill fans alike!