Case Study: Tony Roma’s gets democratic

Malaysia - In its latest marketing campaign, Tony Roma's Malaysia rolled out its Best Ribs Election Campaign, an integrated campaign done in conjunction with the restaurant's 40th anniversary.

The campaign comprised three of the brand's most famous ribs dishes contesting for the coveted title of ‘The Best Ribs In Town', calling on to customers to vote for their most favourite ribs dish.

Its goal was to create a marketing strategy that rode on public interest in their products and in the process, generate more brand awareness and sales growth.

The integrated campaign, which ran from November 2012 to January 2013, involved a series of public relations activities, social media promotions and media tie-ups.

Staying true to the democratic process, the public cast their votes for their favourite ribs through designated ballot boxes at all Tony Roma's outlets and Tony Roma's online voting system.

To boost public interest in the campaign, the brand conducted a series of food reviews with local dailies, famous bloggers and online food portals, which aided in building brand credibility.

Tony Roma's further leveraged on the publicity by introducing a tie-up with a local Chinese daily, which provided its readers special coupons to try out the dishes.

Additional marketing activities included the public rallying throughout the campaign period in selected outlets of Tony Roma's as well as the use of QR codes which directed customers to Tony Roma's website to view the campaign's promotional video.

The brand saw a two-fold increase in its Facebook as a result of hosting weekly lucky draws for those who voted during the election campaign.

Weekly winners were announced on the social media site and received food vouchers and a RM50 cash vouchers.

The 10 weekly winners were invited back to attend the finale event and participate in a grand lucky dip, having grand prize winner Nurlyiana Ridzuan (pictured right) walk away with one-year worth of free meals at Tony Roma's.