TRUDY'S TEX-MEX: INTEGRATED HASHTAG CAMPAIGN
CAMPAIGN TAGLINE: "We are Austin's Tex-Mex obsession"
Copywriter and Art Director: Gregory Poszywak
About the brand
Trudy's is a hip and casual Tex-Mex chain based in the Austin area, with an almost cult-like following of younger men and women.
This spec campaign expands through customer participation:
This campaign infuses social media marketing, streaming digital audio commercials, in-store signage, and a few print ads. Customer’s are encouraged to interact with the brand by using the hashtag #TrudysAnonymous
The funniest customer posts would be awarded with gift cards, or promotional give-aways like merchandise, and would be displayed on in-store TV screens. This encourages more customers to participate.
The beauty of this campaign is that the customers not only help tell the story, they help spread the marketing efforts.
Digital Radio
Spot 1: 8 sec
No matter the question, guacamole is the answer. Experience Austin’s Tex-Mex obsession at Trudy’s Tex-Mex restaurants. #TrudysAnonymous
Spot 2: 8 sec
The quest for queso ends here! Experience Austin’s Tex-Mex obsession at Trudy’s Tex-Mex restaurants. #TrudysAnonymous
PRINT ADS
(Click an image for a full view)
CALL TO ACTION
TEX-MEX OBSESSED? Post something funny or outrageous (on social media) about your love for Trudy's Tex-Mex using #TrudysAnonymous and get exclusive freebies and fame.
SOCIAL MEDIA EXAMPLES
Here are examples I wrote of would-be "winning posts" from Trudy's customers.
restaurant media displays: the customer is the star
Customers' funny videos, text posts, or photo submissions will be displayed on the restaurant TVs instead of commercial breaks.
