Smashburger
SMASHING SALES RECORDS
Blue Bear worked with Smashburger to help launch the Sin City Burger in restaurants nationwide. #SinCitySurvivalTips, a social media campaign based on an insight the burger could remedy a Vegas-level night out, was the primary marketing behind the record smashing product launch.
A Taste of the Sin City
Knowing Smashburger’s customers over-indexed as survival show watchers, the campaign jokingly positioned the Sin City Burger’s decadence as the key to sustaining the extreme Vegas lifestyle. For the chance to win a free trip for two, fans shared their own best #SinCitySurvivalTips on social, with the rest of us getting a taste of the extravagance by way of Smashburger’s new Sin City Burger.
Our Approach
Blue Bear drove the UGC campaign through organic & paid, targeted videos across YouTube, Facebook and Instagram. As submissions rolled in, we built awareness for the product and social currency for our fans – highlighting creative entries on a campaign microsite, where visitors could claim a coupon for the Sin City Burger by signing up for SmashClub.
Connecting social media to real business results
#1
selling LTO entrée
in company history
76.5M
impressions from
the campaign
8.4k
User-Generated Content Submissions
The Bottom Line
Smashburger’s nationwide release of the Sin City Burger, typically only sold in restaurants in the Vegas area, provided the perfect opportunity to prove how a little creativity, a lot of Vegas-themed shenanigans and one insanely delicious burger could win over a social community and drive quantifiable business results.