In the spirit of St. Patrick’s day I recommend that everyone spend some time on the Bennigan’s Grill & Tavern’s microsite (www.InnerLeprechaun.com) – complete with countdown widgets and dancing leprechauns as well as a MySpace page all designed to help fans of the casual dining chain find their “inner leprechaun.” It’s a clever way to build an emotional connection with consumers, in addition to creating an ongoing relationship and top of mind awareness.
The sites introduce leprechaun “Fergus Dargle,” and offer an array of ways to engage viewers with tools, resources, videos, viral emails, mobile texts and interactive games such as the Lepregram.
The Lepregram allows users to download their photos onto the body of a leprechaun. Each Lepregram can be customized with its own backdrop, music and message. Lepregram senders then receive email incentives (in the form of coupons) intended to drive guests into the restaurant.
- Chad
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