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2martens
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Hard Rock International is using Facebook to drive sales in its brick and mortar restaurants, as well as to increase loyalty. For the second year, the chain is running Hard Rock Rising, a battle of the bands competition.
Once bands were signed up, by the middle of January, any of Hard Rock’s fans could go to his or her local page and listen to the bands’ songs. Voters could listen to a snippet of the song and download the entire song if they liked it. Downloading a song counted as a vote for a band. The bands with the most votes will be invited to perform in their local Hard Rock Café between February 13 and April 1, “so we’re taking what’s online and taking it to the stores,” says Kim Matlock, senior director of digital marketing and customer relationship management for Hard Rock International.
Hard Rock Café ran this event last year “but not to this degree,” she says. “And we didn’t leverage Facebook the way we’re doing this year. Last year was just about posting about it and general content to let people know something was going on. Now, it’s taken over our pages. This year the fans are actively involved.” By using Facebook, there’s a clear tracking of engagement and a clear tracking of the ROI of this campaign “through Facebook's API analytics,” Matlock says, adding that “the ROI will come during the Live Battle stage of the campaign since it takes place in each cafe. We can measure additional food and beverage sales.”
