Maggiano's Little Italy + Sweepstakes
Maggiano’s creates a buzz for their new featured dishes with help from Dave Matthews Band.
Maggiano’s Little Italy, an Italian-American restaurant chain with 44 locations across America, wanted to drive awareness on their new featured dishes and create preference to future feature menus.
##SOLUTION + STRATEGY
In the Crush Sweepstakes, Maggiano’s fans simply filled out an entry form to receive a coupon and a chance to win an exclusive prize pack including Dave Matthews Band VIP concert tickets and a private Sonoma County wine experience or a number of runner-up prizes.
Using Strutta’s Social Sweepstakes functionality, Maggiano’s was able to:
- run the campaign as a standalone microsite
- encourage sharing through the refer-a-friend incentive option
- customize the Thank You page to include a coupon
Maggiano’s has a strong Facebook fan base but in order to reach a more broad range of people, they launched the sweepstakes as a standalone microsite with Facebook integrations. Maggiano’s and their sponsors, The Dreaming Tree wines and Dave Matthews Band, actively drove traffic to the microsite through strategically timed email blasts, Facebook and Twitter posts.
Maggiano’s runs a mix of social promotions throughout the year. They benchmark results against previous campaigns and apply lessons learned as they move forward. This sweepstakes followed their Bliss List contest, and gained a greater response than anticipated.
- 75% conversion rate on site visits to entries
- 77,656 entries in 1 month
- 2,159 successful social referrals