Giv­ing Blog­gers Ex­tra Love


It seems that Road­ster Diner, the Le­banese fast food res­tau­rant chain, has grasped the im­por­tant role to­day’s young in­flu­encers play in the new media land­scape and has re­cently opted to in­volve these blog­gers in its mar­ket­ing out­reach strat­egy. To pro­mote its latest of­fer­ing, the “Black Burger”, Road­ster’s ad agency J. Wal­ter Thompson Beirut crafted cus­tomised slo­gans to the most no­table and ac­tive blog­gers in town in or­der to en­sure its cam­paign meets am­ple at­ten­tion from the com­mu­nity and that buzz is cre­ated. The strat­egy met its ob­jec­tive as by giv­ing blog­gers ex­tra love and at­ten­tion, so­cial media sites such as Twit­ter, In­sta­gram and Face­book-- with the ac­com­pa­ny­ing hash­tag (#Why­gob­lack) --were all bustling with con­ver­sa­tions in praise of Road­ster’s new of­fer­ing, hence max­imis­ing the im­pact of the ini­tial cam­paign. There are, of course, count­less restau­rants and menues wor­thy of press cov­er­age, but it’s those that make a con­certed ef­fort to cul­ti­vate a brand iden­tity, in­volve key au­di­ences early on, and make it a point to get the word out that are poised for ini­tial and sus­tain­able suc­cess. By em­ploy­ing a per­son­alised strat­egy, Road­ster en­sured that its Black Burger re­ceives all the at­ten­tion it de­serves.

One of the orig­i­nal and many slo­gans used for the Black Burger launch cam­paign.

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