Smashburger – Social Media

In the midst of a brand overhaul, Smashburger hired us on to revamp their social media strategy and content in order to reach and engage millennials.  From the get go, it was clear that Smash fans are a loyal bunch.  The challenge, however, was getting their millennial fan base to notice and interact with what Smashburger was putting out on their social channels—particularly among Gen Y’er favorites such as Instagram and Snapchat.

Our Role

We delivered comprehensive insights into targeting millennials across social media in order to showcase the Smashburger brand as a leader in the fast casual digital landscape. Our ongoing focus areas with Smashburger include:

Social Strategy

Targeted, custom visuals and copy for Instagram, Snapchat, Facebook and Twitter.

Point-of-Purchase

Eye-catching in-store imaging & advertising to help drive sales of specific menu items.

Brand Campaigns

Strategy and execution of focused brand campaigns across all digital and social channels.

Custom Visuals

Custom product and lifestyle-focused photography, video and graphics.

Community Management

Help Smashburger reach, build and grow a community of engaged fans & loyal advocates.

Email Marketing

Assistance with visuals, strategy and copy to amplify Smashburger’s E-blasts.

Brand Experience

Social & digital strategies to connect Smashburger with their audience in a meaningful way.

Partnership Support

Campaign execution with partners such as Heinz, the Colorado Avalanche and Winter Park Resorts.

Straight From The Brand

“After bringing on Blue Bear, Smashburger’s social media platforms have been exponentially growing at a rapid pace and have seen increased impressions and engagement amongst the millennial community. Blue Bear’s dedication to providing the Smashburger team with the most up-to-date social media insights, creative and collaborative ideas to enhance the brand’s image amongst millennials, as well as their overall tenacity to create the best fast casual brand on social media, has helped Smashburger to become amongst top tier fast casual players in the digital arena.”  

—Christine Ferris, PR and Marketing Manager, Smashburger

Case Study

Smashburger has a number of unique, local burgers created with toppings and flavors that embody specific local communities. While each local burger is generally only available to customers in that market, Smashburger will feature one as a limited time offering (LTO) on menus nationwide as a way to encourage fans to try different tastes and flavors that are popular across the country.

Smashburger’s latest limited time offering (LTO) – the nationwide release of the Sin City Burger, native to Las Vegas – gave us 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.

How It Worked

The Ask

Fans are asked to share a tip that helped them survive their last trip to Vegas on Instagram or Twitter using #SinCitySurvivalTips.

The Incentive

A free trip for two to the Sin City to put those skills to the test.

The Fuel

As a burger that oozes indulges, and one that you can’t help but give in to, the Sin City Burger aligned perfectly as the ultimate fuel to survive Vegas.

Campaign Assests

Microsite

SinCitySurvivalTips.com

Visuals

Custom Photography & Graphics

Content

Custom Copy & Targeted Ads

Video

YouTube & Instagram Videos

The Results

8,360

Total Campaign Submissions

Best Selling

LTO in Smashburger History

15,966,308

Total Campaign Impressions

2,423

Increase in Social Media Followers

Client

Smashburger

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