Applebee’s Dollar Zombie Dead Giveaway
With more than half of America preferring to drink at home, Applebee’s needed to generate a significant amount awareness and excitement for their new Neighborhood Drinks specials to get people in the door. Applebee’s set out to create digital content that was not only splashy and engaging for a millennial audience, but able to deliver on their neighborhood ethos of community and positivity. While views and reach were incredibly important, the focus was to create content that would generate high engagement and participation, all rallied around the promotion of the Neighborhood Drink specials.
In order to spread the word and get people excited enough to try the Neighborhood Drinks, Applebee’s turned to Telescope to power a unique live stream experience to activate communities from the comfort of their screens.
Applebee’s announced the Dollar Zombie cocktail with an 8-hour Facebook Live that asked fans to work together to help solve some Halloween-themed riddles, each with the chance at a cash prize and our featured cocktail front and center the entire time. The set was built by hand, complete with homemade props and dry ice special effects.
Using our award winning live streaming technology, Applebee’s created an interactive fan experience far beyond the native capabilities of Facebook LIVE incorporating onscreen graphics, digital Easter eggs and even a live countdown timer to add that extra element of urgency and gamification.
Over the course of the 8 hours, the stream garnered over 100,000 views and almost 100,000 engagements with an 88% positive sentiment, allowing our digital community to have some fun and win some prizes all in the name of the new Neighborhood Drink