Bravo Brio Makes New Friends
Bravo Brio Restaurant Group (BBRG) owns and operates multiple locations of BRAVO! Cucina Italiana, BRIO Tuscan Grille and BON VIE Bistro across several states. It’s a tough job to keep patrons engaged, which requires a tough approach to promotions.
“We are a quality-driven company and not a quantity one,” explains Nicole Roope, director of marketing for BBRG. “We are continually evaluating and challenging ourselves to improve on existing and new programs, even if they are already considered successful.”
To take social-media engagement to the next level, the team came up with a Summer Escape Sweepstakes program.
“The goal of the contest is to grow Facebook fans for both venue brands, while offering our current followers and email-club members the chance to win a trip and select from one of five destinations,” Roope explains.
Guests entered for free by becoming friends with any of the restaurant chains on Facebook, and lucky winners received trips to Walt Disney World, South Beach, Planet Hollywood in Las Vegas, Phoenix or Zephyr Mountain Lodge in Colorado. One first-place trip was awarded for each concept; five second-place winners took home $100 gift cards and 10 third-place winners received $50 gift cards. Winners were drawn at random and contacted in mid-August. Each destination had a BRAVO! Cucina Italiana or BRIO Tuscan Grille restaurant location to provide complimentary meals during the winners’ stay. Roope used a corporate travel company to assist with destination selection and also engaged a company called Wildfire, which specializes in online contests and has worked with Facebook on several other campaigns.