Digitally-led Integrated Campaign | Promotion | Always-on Content Evolution
In December 2020, we did our first digitally-led Wimpy Engen Campaign and achieved some amazing results.
For this campaign, we created an Engen partnership page for the Wimpy website. It housed an interactive map that showed all the Engen Wimpys on route, as well as other notable stops along the way. After the campaign came to an end, we didn’t want to lose the traction we had gained, knowing that we’d be doing another one for Easter 2021….so we kept the page live. Also, there was no reason to take it down, seeing as our map is a relevant evergreen piece of content that can stay up indefinitely.
Wimpy had several messages that needed to be communicated over this period: Their kids’ promotion, the main burger promotion, the Wimpy/Engen partnership, as well as drive consumers to the restaurant.
Our creative insight, for this campaign, focused on a very topical subject,
…and our digital ad entitled ‘It’s All About the Numbers’, tied in perfectly with our new kids’ offering – Number Robots. We updated our campaign page with the new promo and even created an interactive Number Robots game, which we housed on our Kids’ Page. The game really drove Wimpy’s edutainment positioning, added a digital aspect to the Number Robot experience, and gave customers another reason to visit our website. We had an extensive social media campaign which directed people to our partnership page to find their next stop and to the Number Robots game, which was positioned as a great way to keep the kids entertained during the road trip.
We also updated our
which pointed back to our campaign page, published PR articles, and created a social campaign to further improve our site rankings and drive traffic back to both our campaign and Kids’ Page.
What’s even more impressive is that even though the Easter campaign only ran for half time of the December campaign, we achieved similar results. That’s the power of always-on:
Nothing is ever lost, and you…