For Valentine’s Day 2016, Big Fernand created a customer activation initiative, offering guests a unique interactive experience centered around ‘’culinary dating.’’
Big Fernand is a popular French burger brand known for making traditional American-style hamburgers with the ‘’French treatment’’ of regional French ingredients, most notably cheeses, meats, and homemade sauces. For Valentine’s Day 2016, Big Fernand created a customer activation initiative, offering guests a unique interactive experience centered around ‘’culinary dating.’’
Big Fernand aimed to acquire new customers, grow their CRM database, and build awareness of their original and pioneering brand.
To accomplish this, The Social Client designed a digital platform for the initiative called "Find Your Soul-Burger." The platform came to life in a mini-site, accessible on all mobile devices. On the site, customers could take a questionnaire similar to those on dating sites. After the customer filled in the questionnarie, they were matched with the Soul-Burger who best fit his or her profile. Additionally, customers could participate in several games which were developed specifically for this project, based around the customer’s culinary affinities.
The operation took place from February 1-14, 2016. In this two-week timespan, over 2,000 customers participated in the questionnaire, and 2,656 games were played, growing Big Fernand’s email database with every interaction.
Beyond growing their email database, Big Fernand was able to collect more specific data including customers, menu preferences, most frequented restaurant locations, and favorite time of day to visit Big Fernand. With this data, Big Fernand is developing more intuitive and effective CRM communications by offering personalized deals to customers, as well as giving customers a much more enjoyable and customized interaction with the brand.
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