CASE STUDY: Einstein Bros. Bagels launches the All-Nighter
HOW DO YOU GIVE AWAY AN EPIC NUMBER OF SANDWICHES IN ONLY ONE HOUR?
Einstein Bros. Bagels launched its all-new breakfast sandwich, the All-Nighter, a campaign was needed to build awareness and fast. Because an epic night deserves an epic sandwich, together we hosted a limited late-night giveaway where 25,000 free sandwiches were up for grabs.
|With just 10 days to handle all aspects of media relations, we leveraged an embargoed press release to announce the online event.
The press release and our PR efforts encouraged guests to log on to the Einstein Bros. Bagels website to claim a coupon for a FREE All-Nighter between 11:59 p.m. and 1:00 a.m. We targeted press on a national, industry and local level. In addition, we coordinated food drops to TV stations and bloggers to create buzz ahead of the giveaway in key media markets. We also partnered with local influencers to amplify the giveaway even more.
In addition to the PR component, our team created the “You Up?” Twitter campaign where we replied to people who claimed to have epic or long nights, offering a free All-Nighter.
Through our multi-pronged approach, Einstein Bros. Bagels exceeded their giveaway goal of 25,000 sandwiches in the short one-hour window. Our team secured 233.4 million media impressions and more than 150 placements on a national, local and industry level, including Fox Business, QSR Magazine, Franchising.com, ChewBoom, Bake Mag.