Red Lobster


#RockARedLobster

Social Kickbacks


Objective

Drive top-of-mind awareness of Red Lobster by inspiring seafood-loving fans to promote the brand on social media in celebration of National Lobster Day.



Solution

We launched the #RockARedLobster promotion, an invitation-only program that encouraged Red Lobster fans to share photos representing their love of all things lobster on Instagram and Twitter in exchange for a chance to win prizes instantly.

For four days leading up to National Lobster Day, fans and followers shared photos with #RockARedLobster and tagged @redlobster in their posts. Throughout each day, using PrizeLogic’s Social Kickbacks response tool, we replied to each qualifying post with an @reply inviting the user to play for a chance to instantly win a free Lobster Pizza or Red Lobster Prize Pack on the promotional site.