To mark the return of football season, social media agency Movement Strategy has built an exciting new digital platform for national restaurant group Old Chicago’s longstanding “Beat The Leader” fan challenge.
The online game allows restaurant-goers to log on each week and challenge each other with a winner selection and win/loss confidence ranking system. Beyond weekly picks, the platform gives users the ability to challenge friends through social media, provides a real-time national ranking and reward system, and offers a mobile-compatible game extension. At the end of the contest, the outright national champion will win a trip to a professional football game of their choice next season.
“We’ve developed a strategy and platform for Old Chicago to capitalize on a key time of year for their consumers,” states Movement Strategy Co-Founder Eric Dieter. “With ‘Beat The Leader,’ a digital activation has replaced traditional media as the primary driver of brand engagement. For the company, this is brand positioning, a method for driving traffic to restaurants, and a great opportunity to expose customers to changes in the restaurants all wrapped in one.”
Movement Strategy’s platform is a digital extension of the restaurant group’s longstanding pen-and-paper challenge. While the game has always been a large revenue driver and centerpiece of Old Chicago’s annual activation around NFL season, it had a limited reach due to its format. To solve that problem, Old Chicago turned to Movement Strategy to re-engineer the program to exist as a responsive web application that supplements the in-restaurant experience. The agency originally debuted their “Beat The Leader” web game last season and saw 15,000 participants in over 90 Old Chicago locations engage with the game, resulting in over 1mm picks made through the platform.
“It’s been a fairly collaborative process with Old Chicago,” notes Dieter. “Throughout the design phase we had the client coming into the office for UX sessions where we’d dive into discussions about user flow. This close relationship was definitely helpful in producing an enhanced experience.”
This activation marks yet another social media success for Movement Strategy. In a recent network collaboration, the agency worked with Lifetime to develop a pair of engaging Instagram-fueled web contests for the current season of Project Runway. Movement Strategy was also recently named Social Agency for USA TODAY, whose reach represents the largest readership in America.
About Movement Strategy:
Movement Strategy (MVMT) develops social products, services and communications to help grow our clients’ brands. Movement Strategy has been a pioneer at the intersection of technology, design and marketing with work spanning web, mobile, social, product innovation, brand development and business consulting. For more information on Movement Strategy, please visit us at www.movementstrategy.com and on Facebook and Twitter.