The promotion has two parts:
Our goal was to amplify these initiatives online — and what better way to do
that than with a social media salute?
In order to ensure success for both promotions, we hosted a one-hour Twitter
celebration the day before Veterans Day, supported by brand partners and key
influencers. Respect and authenticity were crucial in all communications, and
choosing the right influencers to partner with played a huge role. In addition to
having a large audience with high engagement, each influencer had a spouse,
or another loved one, who was active military or a military veteran.
With a strategy, a script, and our co-hosts ready to go,
we put the Twitter celebration in motion. Using the hashtag
#TexasRHforVets and tactical tweet topics, we were able to
spread the word about the free lunch and donation initiatives,
while inspiring users to join the conversation and honor
Tweet topics included:
At the end of the day, the Twitter celebration
proved a huge success, both online and off.
Not only did Texas Roadhouse see an increase in sales
on Veterans Day — #TexasRHforVets peaked at #2 in
Twitter’s trending topics, surpassing Taylor Swift’s
“Blank Space” music video (sorry, Tay-Tay).
traffic increase year-over-year to the
Veterans Day Lunch landing page
increase in sales over a typical November Tuesday
#TexasRHforVets ranked in the top 5
Twitter trending topics, peaking at #2