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APPLEBEE’S

SOCIAL CAMPAIGNS

After pitching and winning the Applebee’s social business, we completely revamped their online presence. We grew their social media presence over 400% through interactive campaigns that hacked millenial and gen z social behaviors, across numerous food and drink campaigns throughout the year. 


MINDFUL MEATITATION


When someone says “I have a lot on my plate,” most people would assume they are stressed. With Grill Combos, you can have a lot on your plate (literally) and relax at the same time. We created an ASMR video using the ambient soothing sounds of a grill to help people relax. To build out the activation, we created a relaxation hotline users could call to listen to the sizzling sounds, 1-833-MEATFUL,
as well as a pop up meditation experience.

All content went live on MindfulMeatitation.com
And Applebee's Instagram, Twitter, and Youtube.
And we got a little PR  on AdWeek and Marketing Dive


Mindful Meatitation ASMR | 1 Hour Long-form



 Activations | 1-833-MEATFUL and meditation pop up




ALL YOU CAN TAP

We kicked off Applebee’s beloved All You Can Eat Riblets & Tenders promo with an All You Can Tweet twitter contest for the chance to win Riblet SWAG (yes you read that correctly) in the form of welcome mats, shower curtains and pillows. We then extended the competition across other social channels, such as the All You Can Tap Instagram story. The contest had thousands of entries, 1 million media impressions and 99% positive sentiment.

All You Can Tweet | Twitter Competition



All You Can Eat | Instagram promo extensions






BIGGER BOLDER CAPTION CONTEST

We created a Twitter contest bigger and bolder than ever before. We promoted Applebee’s Big and Bold Grill combos, by providing users with photoshopped images of Applebee's big & bold meats. We then invited users to tweet in captions for a chance to win meaty Applebee's merch.

Twitter | Caption Contest





MATCHMAKER

There’s nothing more special than sharing a plate of Applebee's specialty burgers on Valentines Day. We invited users to send us the Twitter handle of their valentine and then we played cupid by creating personalized, digital valentines.

Twitter | Surprise and Delight





EVERGREEN CONTENT







BTS | Seamless flagged my account when I tried to deliver 30 orders for Applebee’s fries for a shoot. 



CREDITS

Agency: Grey New York
Client: Applebee's
Art Director: Hailey Boerema
Copywriter: Max Anderson-Goldstein
Creative Directors: Jackie Blaze & Katherine O' Brien
Edit House: Townhouse GREY



resumé | haileyboerema@gmail.com