Chevy's Guest-Generated Content Becomes Ad Campaign
Chevys Fresh Mex Mexican Restaurants recently launched an innovative digital and in-store marketing effort that tells the story of Chevys through the images of its guests.
The work, developed by agency mindhard, encourages guests to “frame and share their moments” through themed coasters and tabletop displays. User-generated content captured throughout the in-restaurant experience will then become the brand’s digital advertising content throughout the summer.
The #MyChevys campaign asks guests “What’s your Chevys moment?” with copy appearing on both coasters and table tents. The center of the coasters pop out, creating a frame for guests to use to take photos with their smartphones.
With the spiral topped table tents, guests can flip through various decorative frames for their shots, featuring popular social media keywords such as ‘Bromance,’ ‘BFF,’ ‘Happy Family,’ and other hashtags already used by Chevys guests on social media.
As part of the #MyChevys campaign, Chevys is also rolling out its new Fresh Mix menu inviting guests to create their own lunch and dinner entrées. During lunch, guests can select either hard or soft tacos, a burrito, or salad; add a choice of ground picadillo beef, chicken, shrimp, steak, carnitas, or grilled vegetables; and top with their choice of cheese, veggies, beans, salsa, guacamole, and sour cream.
For dinner, Chevys is putting control of the grill in the hands of its guests with the new Mix & Match Mesquite Grilled Fajitas. Guests can create their own combination of Chevys world famous fajitas with choices such as grilled chicken, roasted carnitas, seasoned veggies, Mexicampi shrimp, and marinated steak.
Rounding out the menu, Chevys is now serving up its famous Watermelon Margarita and new Mexican Mule with Sauza Hornitos Reposado tequila and Fever Tree Ginger Beer.
The campaign leverages pre-roll video, display banners, and social media to reach new consumers with the #MyChevys message, while driving an organic content strategy across email and social channels to further engage and celebrate the UGC. The video showing the ‘frames’ in action can be found here. The #MyChevys campaign will run through the summer.