Leap (amp) teamed up with Heinz, the Wounded Warrior Project and Texas Roadhouse to honor Veterans Day.
Leap (amp) was proud to serve a leadership role in a very special campaign honoring Veterans Day and all the brave men and women who have served in the U.S. armed forces.
We used the Twitter party as the largest awareness piece for the Veterans Day campaign. We created buzz leading up to the Twitter Party event by getting media outlets and our influencers to promote it on social media. Leap (amp) also used email campaigns, which were sent out to millions of consumers in the Texas Roadhouse, Heinz and Wounded Warrior databases.
Campaign Components:
The Twitter party was a cornerstone of the Veterans Day campaign, and key to promoting the Texas Roadhouse and Heinz initiative. The one-hour Twitter party was held on the eve of Veterans Day, and supported by brand partners and key influencers. Because showing respect and authenticity was important, Leap (amp) was very careful to partner with influencers that shared our appreciation for veterans and their service. In addition to a large audience with high engagement, each influencer also had a spouse, or another loved one, who was actively serving in the U.S. military or a proud military veteran.
A PLAN IN PLACE
The Twitter party followed a well-scripted plan by Leap (amp), designed to build excitement and encourage engagement, while keeping the tone respectful. And like any other social media initiative Leap performs, Leap (amp) was also well-prepared to improvise and keep the conversation positive.
Using the hashtag #TexasRHforVets, Leap (amp) was able to spread the word about the free lunch and donation promotions, while inspiring users to join the conversation and honor veterans everywhere.
TWEET TOPICS INCLUDED:
At the end of the day, the Twitter party proved to be a huge success — both online and offline. Texas Roadhouse saw a big increase in sales from the previous Veterans Day, and #TexasRHforVets peaked at No. 2 in Twitter’s national trending topics, surpassing Taylor Swift’s “Blank Space” music video.
