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TEXAS ROADHOUSE TWITTER PARTY PROJECT

Every year, Texas Roadhouse hosts a nationwide
celebration honoring veterans.


The promotion is twofold:

  • SERVICES
  • Responsive Brand Website
  • Video Scripting + Production
  • Photography + Content Creation
  • Social Media
  • Media + Press Outreach
  • Influencer Outreach + Engagement

Every year, Texas Roadhouse hosts a nationwide celebration honoring veterans.

The promotion is twofold:

1

On Veterans Day, all current and retired personnel are invited to a free lunch at any Texas Roadhouse location.

2

Texas Roadhouse teamed up with Heinz’ “Our Turn to Serve” promotion. With that, customers could instantly thank a veteran by scanning a QR code at a Texas Roadhouse location. With every scan, Heinz donated $1 to the Wounded Warrior Project.

We needed to amplify these initiatives through social media.

#TEXASRHFORVETS

We used the hashtag to tweet tactical topics that helped spread the word about the free lunch and donation initiatives. The hashtag also inspired others on Twitter to join the conversation and honor veterans everywhere.

We divide the tweets into 3 main categories:

  • Engagement tweets to encourage conversations – from quick questions and retweets to prompts asking users to share about the veterans or active military personnel in their lives.

  • Promotional tweets that surprised users with Texas Roadhouse gift cards for sharing their stories.

  • Informational tweets that drive awareness of the Veterans Day lunch and the Heinz promotion.
vets

MATTER MORE

And the end of the day, the Twitter celebration was a huge success, both online and offline. Texas Roadhouse saw an increase in sales on Veteran's Day.

#TexasRHforVets peaked at No. 2 in Twitter’s trending topics, surpassing a music video Taylor Swift that dropped that day.

1M+

IMPRESSIONS

10K+

UNIQUE
PARTICIPANTS

10.7K+

COLLECTIVE
TWEETS

91%

TRAFFIC INCREASE YOY TO VETERAN'S DAY LUNCH LANDING PAGE

11%

INCREASE IN SALES OF TYPICAL TUESDAY IN NOVEMBER

#2

TRENDING TOPIC
ON TWITTER