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MealChime: Creating Geo-Targeted Digital Media

Challenge

Allow restaurants to communicate directly with consumers when consumers are searching for dining options.

Insight

89% of consumers report researching online before choosing a restaurant, but none of the national restaurant research sites included ad-space for restaurants that target consumers in real time by location.

Results

McDonald’s, Pizza Hut, Quizno’s and other national restaurant chains committed to ad buys prior to launch. Site launching in Fall 2008.

Solution

Develop an online media outlet that combines a national database of restaurants searchable by location, cost and cuisine with targeted coupons and discount offers based on the search criteria and results.

Full Details

Branding
An organic, practical interface coupled with a friendly spokes-cartoon and detailed, whimsical graphic design make mealchime.com easy to navigate, inviting, and compelling for consumers looking for meal deals specific to their search criteria.

Advertising
MealChime.com’s advertising campaign provided a forward-looking dedication to new media outlets and innovation with a traditional and realistic acknowledgement that not all life is lived on line, and that no new media project is complete without 360 marketing support. Launch campaign includes regional TV, radio, newspaper and a heavy online presence through banner ads and windscreens.

Sales Support
Combining the spunky brand personality with clear statistical evidence supporting the value and volume driving abilities of MealChime for restaurants, direct mail pieces and sell-sheets are an integral part of the launch.

Digital
A balance of functional and emotional design come together to make this geo-targeted search engine a success. Moose is responsible for all aspects of the site from the innovative application linking coupon offers to location, price range and cuisine type to the ever-expanding database of local, regional and national restaurants and coupons that populate the site and the daily updated and additions required to keep the information fresh and appealing to the target.

PR
Combining traditional print media pr campaigns with new media tools of blogging, twitter, the customer service application GetSatisfaction.com and other online pr and outreach strategies, MealChime stands to benefit from both old and new media PR campaigns.

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