Johnny Rockets Expands Music Campaign
Restaurant chain Johnny Rockets is building off its musical roots with a new campaign meant to revive music fans’ love of rock n’ roll classics via online playlists, giveaway and contests.
The QSR this week launched a six-month-long campaign, which exposes customers to classic tunes via free music downloads and an online music recommendation service. Partner eMusic will distribute 30,000 cards dangling three free eMusic downloads to customers via radio and online promotions, at college campuses and downtown areas. As part of the giveaways, Johnny Rockets will hand out 30,000 coupons for free fries and free shakes during the promotion.
Radio stations in each participating market (San Francisco, Washington, DC, New York City, Los Angeles, Atlanta, Las Vegas, Miami, FL, and Hoboken, NJ) will host giveaways and contests awarding customers with a Johnny Rockets-branded iPod, a Johnny Rockets prize pack or lunch for four at the QSR.
Online, visitors can view and play custom playlists at JohnyRockets.com/music specific to the golden oldies era. Johnny Rockets recommendations include This Magic Moment by The Drifters, Splish Splash by Bobby Darin and Breathless by Jerry Lee Lewis. Visitors can start a free eMusic trial by registering for 25 free downloads at the site. In addition, customers can redeem cards for three free downloads from eMusic.
The promotion is designed to show how classic rock n’ roll is relevant to today’s consumer, said Ed James, president of Cornerstone Public Relations, New York City.
“At Johnny Rockets, music has always been an essential part of the dining experience,” said Mimi Somerman, senior VP-marketing, The Johnny Rockets Group Inc., in a statement. “This program is a truly great way to connect with our customers and further entrench our brand in the world of music.”
The promotion runs through March 2007. Online materials, radio spots, p.r. and street team initiatives support. Cornerstone Promotion, New York City, handles.
