Social Media Case Study
Kristen Burke
October 3, 2014
Com 317
Situation Summary
Friendly’s is a fairly old food establishment, having been around for over seventy-two years, and has a family-friendly reputation. The restaurant chain is famous for their most popular items, such as the Fribble and ice cream sundaes. Friendly’s was looking to increase brand awareness to teens.
Problem/Opportunity Statement
The organization wanted to make the brand more relevant and exciting to young people. Friendly’s wanted to drive teens who often travel and hang out in groups into the restaurant. They also wanted to promote their new summer beverages.
Target Public
In an effort to reach the younger demographic of teens ages 13-24, Friendly’s, along with CONE, used social media outlets and multi-media platforms.
Solution Provided
CONE worked with Friendly’s to create the iScream Friendly’s campaign which urged patrons to “scream” about what they are passionate for within the brand. Participants were invited to submit videos and photos of what they thought best represented their passion for the brand to iscreamfriendlys.com. The public was invited to visit the website each week and vote for their favorite submission. Consumers voted for the top ten, and the finalists were selected by a panel of judges. Weekly prizes included an Apple shopping spree, along with Canon and Bose products – all of which are highly appealing to the target audience. Individuals received a t-shirt for mentioning Friendly’s on their social media platforms. CONE also targeted key bloggers and social networking sites to advertise online as well. These efforts yielded signification results, including 4,000 entries in the contest, 62% of which were uploaded by members of their target audience. Overall the campaign generated over 45,000 consumer interactions.
Lessons
It was effective for Friendly’s to use social media and multi-media platforms to target a young demographic because they are so connected to devices, and
October 3, 2014
Com 317
Situation Summary
Friendly’s is a fairly old food establishment, having been around for over seventy-two years, and has a family-friendly reputation. The restaurant chain is famous for their most popular items, such as the Fribble and ice cream sundaes. Friendly’s was looking to increase brand awareness to teens.
Problem/Opportunity Statement
The organization wanted to make the brand more relevant and exciting to young people. Friendly’s wanted to drive teens who often travel and hang out in groups into the restaurant. They also wanted to promote their new summer beverages.
Target Public
In an effort to reach the younger demographic of teens ages 13-24, Friendly’s, along with CONE, used social media outlets and multi-media platforms.
Solution Provided
CONE worked with Friendly’s to create the iScream Friendly’s campaign which urged patrons to “scream” about what they are passionate for within the brand. Participants were invited to submit videos and photos of what they thought best represented their passion for the brand to iscreamfriendlys.com. The public was invited to visit the website each week and vote for their favorite submission. Consumers voted for the top ten, and the finalists were selected by a panel of judges. Weekly prizes included an Apple shopping spree, along with Canon and Bose products – all of which are highly appealing to the target audience. Individuals received a t-shirt for mentioning Friendly’s on their social media platforms. CONE also targeted key bloggers and social networking sites to advertise online as well. These efforts yielded signification results, including 4,000 entries in the contest, 62% of which were uploaded by members of their target audience. Overall the campaign generated over 45,000 consumer interactions.
Lessons
It was effective for Friendly’s to use social media and multi-media platforms to target a young demographic because they are so connected to devices, and