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Messi Burger Campaign

UI / UX   -   Prototypes   -   CMS Management   -   Email Marketing    -   Reporting

Summary:

For their 50th Anniversary, Hard Rock Cafe announced a new partnership with international fútbol superstar, Lionel Messi. Phase 2 of this Anniversary Campaign introduced a limited-time menu featuring a burger designed and inspired by Messi.

Goals:

  • Create a visually striking Landing Page that engaged users.

  • Highlight unique features of product.

  • Drive users to measurable KPIs, i.e. Reservations and Delivery CTA's.

  • Work with CMS vendor on cost-saving design opportunities.

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Prototype / Mockup:

Using Figma, I created a prototype to present to leadership. Upon creative approval, the prototype was presented to our CMS and their Creative Director to determine a cost-effective scope of work.

Landing Page:

The page was built however the burger was set to soft-launch first in Miami and Hollywood, FL markets. Thus, personalization methods were used to display the page to appropriate audiences based on geo-targeting and interactions with campaign tracking links.

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Email Campaign:

Because this campaign started as a soft-launch to smaller markets, the email announcement required a highly targeted audience. A contact source that I built targeted users living in Miami and Hollywood, FL plus their surrounding cities, in addition to users that opted into hearing news from these specific stores.

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Reporting:

Using Google Data Studio, I am able to track the effectiveness of organic and email traffic and their engagement with brand-defined KPIs. As well, we can keep a pulse on paid programs such as Paid Search, Display, and Social campaigns. Budgets are then adjusted as necessary. 

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