Best of Summer Contest

Urbane is of Seattle’s most exciting new restaurants, the restaurant & bar is delightfully modern, yet approachable and enduring.   The Seattle restaurant & bar menus and décor are inspired by the culinary spoils of the Pacific Northwest; with high emphasis in working with local farmers and producers to ensure quality and dependability.

The social media campaign was consistently adding followers and ‘Likes’, but it was time to amp up engagement and ultimately motivate the social media audience to spread the word.  A simple starting campaign, The Best of Summer was launched to focus more attention on al fresco dining.

Concept

The  concept was simple; invite dinners to celebrate the last weeks of al fresco dining in their favorite fun summer style; funky sun glasses, sundress, hats and enjoy special Best of Summer (BOS) offers. al fresco specials, plus something in the dining room.  Pictures were posted on Facebook and ‘players’ were encouraged to invite friends to ‘Like’ the pic; the pic with the most ‘Likes’ won a free dinner for two.  The game was promoted on the restaurant website, Facebook, Twitter and with small post cards at the restaurant.

The game generated a few players, but it was not really building any excitement.  Then the game was expanded to include favorite summer pics and the participation immediately picked up; the idea of sharing favorite photos from the summer hit a ‘fun’ chord.

The ‘BOS’ contest increased engagement and became the stimulus to integrate multiple new media channels and improve alignment with the servers to support the contest during their customer interaction.

The ‘test’ contest paved the way for a bigger cross-promotion with the Seattle’s professional soccer team, Sounders FC.