IDEAS. Evok was engaged by Miller’s Ale House to help promote their summer menu LTOs with a goal to create awareness, generate revenue and increase sales. With 80% of traffic to Miller’s Ale House coming from mobile, we focused solely on interactive mobile options for this campaign.
WORK.Our team created a rich media unit that expanded once tapped to showcase a swipeable gallery of LTOs, as well as a restaurant locator. When users click through on the banner, they were directed to a landing page encouraging them to sign up for the Miller’s email list to receive a free order of Zingers.
To increase our reach, we divided our spending by region and allocated budget to each, according to the amount of avails per region.
For example, proximity targeting allowed us to reach those within a pre-determined radius (3-5 miles) of a Miller’s Ale House location, while loyalty/competitive targeting allowed us to target those who have visited a competitor, but not a Miller’s Ale House, within the last 60 days.
With behavioral targeting, we also identified those who are defined as “sit down diners” and have visited restaurants 3+ times in the last 14 days.
Rich Mobile Media Ad
RESULTS.(above .25% industry standard)
engagement rate increase in website traffic from Facebook
average time spent on ad (above 10-second industry standard)
cost per visit (less than our expected pre-campaign estimate of $6.50)
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