When the country’s largest casual dining chain wanted to promote its new wood fire grill and revamped menu featuring salad and steaks, it turned to IBM Watson Advertising to reach relevant consumers.
Using IBM Watson Advertising’s audience-derived location targeting platform, IBM JOURNEYfx, we developed a custom segment of consumers who frequent competitor restaurants such as Ruby Tuesday’s, TGI Fridays, & Chili’s, as well as current and lapsed customers.
Once the triggers were identified, high-impact mobile branded backgrounds and custom store locators were surfaced to relevant mobile consumers on The Weather Channel mobile app. Both advertising units beautifully visualized the new menu items, while the store locator effortlessly guided consumers to their nearest store location.
The casual dining chain was thrilled with their results from this campaign, particularly in a promotional-driven category dominated by independent restaurant operators. Here's a taste:
- .55% overall CTR for media run on The Weather Channel app
- 685K store visits (47K of those incremental)
- 7.37% lift in overall foot traffic
- $0.51 cost per store visit
- $7.44 cost per lift store visit (cheaper than most menu items)