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Dick’s Drive-Ins Search for the Orange Ticket

An Uber-Successful Social Media Treasure Hunt for an Iconic Seattle Burger Chain.

To drive awareness and traffic for its first new restaurant in over 37 years, Dick’s Drive-Ins partnered with CROWN on an interactive social media treasure hunt throughout the city to generate buzz & excitement around the opening. The opening celebration featured local marching bands, the Orange Ticket contest winners, local dignitaries, and company namesake and founder Dick Spady.

The Orange Ticket contest ran for a month to select the 13 lucky fans who would be the first in line at the grand opening. Thousands of fans participated online by following clues on Facebook and Twitter that revealed the time and location of each Orange Ticket giveaway. The final ticket was given out on KIRO News Talk Radio 97.3 FM during the Ron and Don Show.

Results: the new restaurant smashed the previous all-time records for most burgers sold and total sales. On the first full day open, fans consumed more burgers in a single day at a single restaurant in the company’s 57-year history – and by over 30 percent! “This is truly amazing and beyond anything that we had anticipated,” said Jim Spady, vice president of Dick’s Drive-In Restaurant, and son of co-founder Dick Spady, “We’ve been out talking with burger fans [...] and neither rain, nor two-hour waits, deterred people from setting their sights on Dick’s delicious burgers, fries, and shakes.”

On opening day the new location started serving food around 3:30 PM. Hourly records for burgers sold and total sales were smashed and the new restaurant came only 120 burgers short of the all-time record after being open for only 10 hours.


Client: Dick’s Drive-Ins
Agency: CROWN 




Dick’s Drive-Ins

Project Information

Client: dick’s drive-ins
Title: new restaurant launch
Tags: social media strategy, campaign DEVELOPMENT, contest, treasure hunt, influencer marketing
Credits

CROWN SOCIAL
Links

ddir.COM

Case Studies
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