Olga’s Kitchen Contest Sends Loyal Fans on a Once-in-a-Lifetime Trip Abroad.
How do you reintroduce one of the region’s most iconic loyalty programs? Make the biggest splash possible.
Olga’s Kitchen, a Michigan-based casual dining restaurant brand with 28 locations throughout Michigan and Illinois, engaged Identity to generate awareness of its newly revamped and completely digital Reward Points Program, while simultaneously highlighting the brand and increasing Olga’s Kitchen’s interaction with new and existing fans.
Identity jumped into action—immersing ourselves in the brand—understanding its history and goals for the company, as well as the Reward Points Program. We then leveraged our expertise in strategic media relations and social media to create and deploy the Destination: Mediterranean, Olga’s Cruise Giveaway campaign to drive new member sign-ups and encourage interactions among current fans.
Launched in September 2014, the campaign celebrated Olga’s Kitchen’s heritage by offering one loyal fan and a guest an exciting grand prize—an all-expense paid, 7-day Mediterranean cruise. To drive awareness of the giveaway, Identity’s social media team developed a customized Facebook giveaway landing page to point participants to the Olga’s Reward Points website, encourage Facebook “likes” and prompt participants to share their entry with friends. Our team also created giveaway Facebook status updates and tweets that included creative and engaging imagery supporting the campaign. We also coordinated a social ad program that targeted existing and new fans. Further creating a seamless tone and voice, we managed Olga’s social communities, including Facebook, Twitter and Instagram, throughout the campaign’s duration.
Utilizing an integrated PR approach to the campaign, Identity secured several highly visible media opportunities, including a front-page story in The Detroit News, and generated millions of impressions across all media channels. We successfully enhanced Olga’s Kitchen’s overall brand presence, while driving impactful and highly visible media coverage of the Olga’s Reward Points Program.
What We Did
Identity deployed the following strategies and tactics in order to achieve success:
Media Relations & Marketing
- Media Relations
- Media Training
- Campaign Development
- Social Contest Creation
- Community Management
- Social Media Advertising
- Social Customer Service
- 1,700 contest entries
- 6,200 social media stories created
- 10 meaningful print and broadcast placements
- 2.2Mimpressions generated by media relations activities