A VIRTUAL SALUTE FOR VERY REAL VALOR
Leap (amp) teamed up with Heinz, the Wounded Warrior Project and Texas Roadhouse to honor Veterans Day.
Leap (amp) was proud to serve a leadership role in a very special campaign honoring Veterans Day and all the brave men and women who have served in the U.S. armed forces.
The veterans Day campaign had three key components
Free lunch for veterans. Texas Roadhouse celebrated Veterans Day by serving lunch to all current and former American military personnel, on the house.
- In addition, Leap (amp) promoted giving specially-designed Veterans Day gift cards for veterans unable to come into a restaurant on November 11. Texas Roadhouse donated 10 percent of all proceeds from the gift card sales to Homes for Our Troops, which provides specially adapted homes for our nation's most severely injured veterans.
Promote Heinz' annual Our Turn to Serve
- Texas Roadhouse customers could scan a QR code on the back of their Heinz Ketchup bottle.
- The QR code opened a mobile website where users could create and send a thank you card to someone currently serving in the U.S. Military or a veteran.
- For each card created, Heinz donated $1 to the Wounded Warrior Project.
Twitter Party. Leap (amp) used its social influencer network to host a “Twitter Party” to honor veterans and build awareness of Heinz’ and Texas Roadhouse’s Veterans Day promotions.
We used the Twitter party as the largest awareness piece for the Veterans Day campaign. We created buzz leading up to the Twitter Party event by getting media outlets and our influencers to promote it on social media. Leap (amp) also used email campaigns, which were sent out to millions of consumers in the Texas Roadhouse, Heinz and Wounded Warrior databases.
The Twitter party was a cornerstone of the Veterans Day campaign, and key to promoting the Texas Roadhouse and Heinz initiative. The one-hour Twitter party was held on the eve of Veterans Day, and supported by brand partners and key influencers. Because showing respect and authenticity was important, Leap (amp) was very careful to partner with influencers that shared our appreciation for veterans and their service. In addition to a large audience with high engagement, each influencer also had a spouse, or another loved one, who was actively serving in the U.S. military or a proud military veteran.
A PLAN IN PLACE
The Twitter party followed a well-scripted plan by Leap (amp), designed to build excitement and encourage engagement, while keeping the tone respectful. And like any other social media initiative Leap performs, Leap (amp) was also well-prepared to improvise and keep the conversation positive.
At the end of the day, the Twitter party proved to be a huge success — both online and offline. Texas Roadhouse saw a big increase in sales from the previous Veterans Day, and #TexasRHforVets peaked at No. 2 in Twitter’s national trending topics, surpassing Taylor Swift’s “Blank Space” music video.
traffic increase year-over-year to the Veterans Day Lunch landing page
#TexasRHforVets ranked in the top 5 Twitter trending topics, peaking at No. 2
increase in overall restaurant sales over any normal Tuesday