Home  › Marketing › Strategies
tailgate-everything-microsite

Bojangles’ to Fans: #TailgateEverything

  |  October 1, 2013   |  Comments

The quick service chain has a new website with suggestions on how to tailgate beyond sports, such as in work, school and relationships, which conveniently incorporate its Big Bo Box.

tailgate-everything-micrositeWhy limit tailgating to sports when you can tailgate in other parts of life? That's the message from quick service chain Bojangles', which has more than 50 alternative tailgating ideas on an inspiration hub, TailgateEverything.com.

Site content includes Vine and GoAnimate videos, lists and recipes that seek to engage a younger audience and showcase the brand's Big Bo Box offering.

The site launched September 16, with tailgating ideas for work, school and relationships, such as: How to Turn Work Attire into Tailgate Gear, How to Include Bojangles' on Your Wedding Registry and How to Get Your PhD in Tailgating.

The brand will add additional content over the next month or two, including the ability for consumers to upload photos and videos of how they're tailgating with Bojangles' - including both traditional and creative alternatives, says Bojangles' director of marketing, Doug Poppen.

Poppen says Bojangles' will eventually have about 100 content pieces. The site has three "coming soon" sections with images of a house, reindeer and smartphone, indicating tailgating themes to come, in addition to Tailgate TV, which highlights a video on how to tailgate curfew and a live Twitter feed featuring tweets tagged with #TailgateEverything.

At the end of the year, if consumers are still engaged and showing the brand it needs to continue to evolve, Bojangles' will let them drive how the brand evolves the campaign, Poppen says.

According to Bojangles', Tailgate Everything aims in part to add fun to the daily routine of its customers.

"The fall tailgating season is really a perfect opportunity to showcase a relatively new and innovative product offering that is our Big Bo Box," Poppen adds. "It's also an opportunity to increase our relevance to a younger demographic that is very important to us."

The brand says it has a lot of credibility in the tailgating space, but its Big Bo Box, which comes with chicken, biscuits, sides and a half gallon of sweet tea, is also a great meal solution for other occasions besides sporting events. Getting that message across was the core business objective of this campaign, Poppen says.

BooneOakley Advertising created the campaign.

According to Poppen, #TailgateEverything does a great job of balancing all the features, benefits and occasions that the Big Bo Box is relevant for beyond the traditional tailgate and encourages consumers to purchase the product on other meal occasions, places and times. In addition, it is engaging and humorous "which we think is going to lead to a lot of sharing by consumers of content on TailgateEverything.com," he says.

The site provides ample opportunities for customers to share on social networks including Facebook, Twitter, Pinterest, Tumblr and StumbleUpon.

"We wanted to create a campaign that was relevant to all our customers, but that specifically gave our younger customers a new and innovative way to interact with the brand that increases our relevance and our consideration with that group, which is an important demographic for us going forward," Poppen adds.

To promote the campaign, Bojangles' is using #TailgateEverything. The brand has also placed some paid social and pre-roll video in select markets and will be sending out coupons for its Big Bo Box to its 100,000+ E-Club subscribers.

"We're using the site as an opportunity to expand our social footprint and put Bojangles' content out into more platforms that are relatively new to us," Poppen says.

Founded in 1977 in Charlotte, N.C., Bojangles' Restaurants Inc. has more than 550 locations in 10 states, primarily in the Southeast, and the District of Columbia as well as three international restaurants.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...