Bringing the West Coast to Athens

Client

In-N-Out

Industry

Food,Beverage

Challenge

As a well-known brand that utilizes word-of-mouth advertising and celebrity marketing, In-N-Out's advertising tactics were almost nonexistent. The goal of this campaign was to create a strategic plan proposal for an Athens In-N-Out location. My role in this collaborative project was to come up with creative media strategies to generate buzz for this campaign. I proposed a game day food truck, billboards, newspaper headlines and a mobile app featuring a rewards program.

Process

I suggested the addition of QR codes to the billboards in order to show the efficiency of the deliverable and track the ROI. The idea was to provide an incentive with the QR code by presenting a one time coupon code and an invitation to sign up for the loyalty program through the In-N-Out app. The efficiency of the billboard could be linked to the number of QR code scans. The decrease in scans would be relevant in determining whether or not to continue the use of the billboard and possibly renew the design with new QR codes.

Campaign

The campaign was set to run from June to December. The billboards' purpose was to build awareness of the new In-N-Out location and help boost sign ups for the loyalty program. Utilizing the most popular college newspaper was intended to provide a greater reach to to our target market and other possible fast food enthusiasts.

The food truck was a concept to help In-N-Out compete with local fast food and burger restaurants. Through competitive prices and quality food, we hope to spread the word of In-N-Out to present a new burger competitor in the Athens area.