Red Lobster's marketing team developed a campaign to promote its limited-time Crabfest menu. The campaign told the story of crab from sea to plate using various channels. It included a contest with prompts from the TV show Deadliest Catch's Captain Sig Hansen. The campaign generated more contest entries and social media engagement than previous campaigns. It also increased purchase intent and recommendation likelihood. The cross-channel storytelling approach and celebrity partnership helped make the campaign a success.

1. Red Lobster
Carl Allen
Mapping the journey to Crabfest
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2. MAPPING THE
JOURNEY TO CRABFEST
October 26, 2016

4. Our Challenge
How do you get an audience to listen to
your sourcing story and want to visit your
event on a limited budget?

6. Red Lobster Marketing Communications:
Communicate Red Lobster’s messaging priorities externally to drive visits
and increase brand affinity
Responsible for: TV, Web, Display, Social, Search, Local (e.g. OOH), and FSI
Our Team and My Role
Events
Drive awareness
and consideration
of Events
Growth Targets
Extend awareness
and consideration
to a new guest
Lunch
Drive awareness
and consideration
for a new occasion
Equity
Strengthen brand
loyalty &
engagement
Evergreen
Strengthen
consideration &
conversion

7. Our Content Pillars
Flavors of Crave
Encourage guests to give in
to crave and reward them
with new flavors, products
and preparations
Guardians of the Sea
Take credit for shaping the
oceanic world through
sourcing and sustainability
stories, sea-to-table
journeys
Celebration Destination
Create and
celebrate memorable
moments and events

8. What is Crabfest?
Strategy
Deliver a variety of craveable crab dishes offered only for a limited time
Positioning
Red Lobster’s Crabfest is back and better than ever. With more choices and
new kinds of crab dishes, this is the ultimate celebration of everything crab.
There’s a crab dish for everyone – come find yours!

9. What is Crabfest?

10. 360˚ Approach to Marketing Planning
PR
Press release, local TV
outreach with GMs,
Chef Heidi video and
influencer leverage
ADVERTISING
TV and
Online Video
IN-RESTAURANT
Event Card, Lobby
Banner, FSI
DIGITAL
Website, FCC
Email, Search,
Social, Display,
Mobile and Yelp;
Integrated
Contest

12. Deadliest Catch & Captain Sig

13. Agency Ideas: Good but Expensive Rendition of Final Story

14. Pooling Our Resources to Navigate the Rough Waters

16. The Journey to Crabfest

17. Campaign Overview
Telling the Whole Story
Generating
Awareness & Engagement
RedLobster.com/Crabfest
Dedicated Sea-to-Plate hub
RedLobster.com Callout
Prime real estate highlighting
contest & Captain Sig
integration “above the fold”
Sea-to-plate content added
weekly to drive repeat visitation
Detailed contest
instructions
Alaska Seafood Marketing Institute
partnership highlight
Crabfest menu showcased as final
phase of journey
Digital game adds layer
of fun engagement
Weekly Social Challenges
PR Outreach FCC Inclusion
The Grand Prize
Objective: A six-week cross-channel activation to tell the story of sea to plate, claiming credit where credit is due for our
sourcing credibility and culinary expertise; Giving guests and employees a chance to see firsthand where the journey begins.

18. Campaign Highlights: Sea-to-Plate Carousel

19. Campaign Highlights: Contest Prompt from Captain Sig

20. Campaign Highlights: 360˚ Video

21. Campaign Highlights: Crab Education Carousel

22. Campaign Highlights: 360˚ Photo

23. Campaign Highlights: Crabber Challenge

24. Campaign Highlights: Snapchat

25. Campaign Highlights: Menu Photography

27. Campaign Performance
• 4x as many contest entries as
previous 360 campaigns
• 360 content engagement rate
outperformed the rest of campaign
• Campaign influenced purchased
intent and likelihood to recommend
• FB: PI (+12pts vs. control), Reco
(+14pts)
• IN: PI (+5pts), Reco (+1pt)
• Deadliest Catch saw benefit from
partnership as well

28. Fan Response

29. Cross Channel Synergy

31. Start with a Strong
Brief and Stretch
Goals
Don’t be afraid to
say No; Stay Strong
Internally
Use what you
already have and
leverage it for
more
Relationships
Matter
Lend credibility
from celebrities,
influencers, and
partners

32. MAPPING THE
JOURNEY TO CRABFEST
October 26, 2016

33. Learn more about past and
upcoming Member Meetings
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Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41