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Red Robin Spring Campaign 2010
Red Robin Spring 2010 Campaign
Answer the Call
As the only designer Red Robin Spring 2010 Digital Campaign, I was tasked with the look and feel of the entire campaign. After collaborating on several concepts, we landed on "Answer the Call," an idea that heavily plays on Red Robin's mnemonic: Red Robin! Yummm. Our campaign not only introduced new promotional items, but also reinforced the Red Robin brand.

We started by creating the standard email templates, web graphics (FFE), rich media banners, and landed on creating a game called "Yummm Builder." The game allows users to interact with the rich media banners and learn the ingredients of the specific promotional item.
Chef character I designed for the "Yummm Builder" game.






Once the user clicks on the banner, it expands and displays 3 tabs. The first tab emphasizes the promotional items, in this case, the Southwest Grilled Chicken Salad and the Prime Chophouse Burger. The second tab highlights the TV spots, and the third tab is the game.
TV spot of the promotional items.
Intro screen of Yummm Builder.




In order to win, the user has to build 4 burgers by using the arrow keys on their keyboard to guide the Chef across the different levels and push the ingredients down. The silverware or utensils slow the Chef down but can be temporarily disabled by the "Stun Meter." As time elapses, the "Stun Meter" fills up, once full, the user must hit spacebar to activate the "Stun Meter." Upon activation, the Chef will yell "Red Robin!" and the utensils will reply with "Yummm," temporarily stunning them.




If the user wins the game, they get a free mnemonic download for their phone, otherwise, they have the option to play again.










For the banners, we really wanted to push the "Answer the Call" campaign so we designed synced banners to literally answer each other. On the page, you can clearly see the 728x90 Red Robin banners, however, the 300x250 counterfeit "Judge" banner is part of our media buy.
The sequence begins with the burger yelling "Red Robin!"
The counterfeit "Judge" banner replies with "Yummm."
The counterfeit "Judge" banner reveals the second part of the Red Robin Spring 2010 promotion.










This is an example of a 728x90 banner that didn't have a synced counterpart, instead, I divided the banner into 2 smaller formats to give the impression of 2 separate banners.
Once again, the sequence begins with the burger yelling "Red Robin!"
Again, the counterfeit "Judge" answer the call by saying "Yummm."
Finally, both promotional items are revealed.
Red Robin Spring Campaign 2010
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Marie Bushbaum

Red Robin Spring Campaign 2010

Red Robin Spring 2010 Campaign
1
375
0
Published:

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