Fueling consumer demand is at the heart of many food & beverage marketing strategies (or perhaps, at the stomach). To get fans’ tastebuds tingling for the all-new, limited-edition American Muscle burger, BurgerFuel sponsored an interactive quiz campaign on “The Motorhood,” a popular online destination for car lovers in New Zealand.
Marketing Campaign Objectives
- Promote awareness and demand for the all-new BurgerFuel American Muscle burger
- Drive traffic to the BurgerFuel website
- Encourage online orders and in-store visits
- Capture audience data and newsletter opt-ins
Category Quiz Solution
BurgerFuel has combined two of life’s best things…burgers and cars. The popular gourmet burger restaurant is celebrating the introduction of the new limited-edition BurgerFuel American Muscle burger with its recently launched interactive quiz campaign on The Motorhood using Marigold Grow. Participants can take the car quiz to see how well they know their American Muscle.
Knowing that giveaways are key to many food & beverage marketing strategies, BurgerFuel entices fans to participate with weekly prize drawings that give consumers the chance to try the burger for free. What makes this quiz so unique is the point-scoring system; the more correct answers participants get, the more chances they have to win — even more of a reason for fans to learn their stuff!
Upon completion of the quiz, participants are asked to submit a short form with their name and email address, and have the choice to tick the newsletter opt-in feature. This enables BurgerFuel and The Motorhood to capture valuable audience data that can be used for future marketing communications. The quiz result is then displayed on-screen, together with an ‘order now’ call-to-action button, where participants are directed to the BurgerFuel website to satisfy their burger cravings.
To drive further fan interaction and conversation, The Motorhood has also integrated a comments feature to the campaign webpage, where participants can share their score and car knowledge with other fans. Participants can also share the quiz through Facebook and Twitter, driving more quiz entries through a variety of channels.