Campaign Goal
Encourage patron frequency and improve traffic by 2-3% on weekends at On the Border (OTB) patios nationwide by positioning OTB as THE place to be with Happy Hour deals, new menu items, and seasonal featured drinks.
Strategy
One of the many amazing aspects of On The Border is that each location has a beautiful outdoor patio. And as the summer season approached, we partnered with influential content creators to help drive foot traffic and sales of select signature cocktails. Creators began by visiting different OTB patios to enjoy and capture the complete #PatioVida experience and generate visual and video social stories. They then supported their content through blog posts, social shares and highly targeted media syndication of the brand’s customer demographic.
