News

Gold Star launches two E-ssential program

January 31, 2011

Cincinnati-based Gold Star Chili is tapping into the power of social media and digital marketing with the launch of its two new programs: Facebook Mondays and E-Kids Tuesdays.

All 95 Gold Star locations are participating in the new deals. Facebook Mondays offer a rotating series of buy-one-get-another-for-$1 deals, with some of the chain’s most popular items. Upcoming deals include:

• Feb. 7 – Buy a regular 3-way and get a 2nd Regular 3-Way for $1
• Feb. 14 – Buy any combo meal and get a 2nd combo for $1
• Feb. 21 – Buy a burrito and get a 2nd burrito for $1
• Feb. 28 – Buy a milk shake and get a 2nd milk shake for $1

Promotion of these deals will be done through a variety of Facebook sites, with a message of, “Invite a friend to Gold Star Chili.” Fans who click on the ad will link to a downloadable coupon valid only for the upcoming Monday.

“This initiative focuses on two goals,” said Charlie Howard, Gold Star vice president, marketing and brand development. “The first is to test the ability of Facebook advertising to drive store traffic by limiting promotion of this initiative exclusively to Facebook and, if successful, address the goal of increasing our restaurant traffic on Monday, typically our slowest day of the week.”

E-Kids Tuesdays is a re-launch of Gold Star’s popular Kids Night program. The core appeal is the offer “Kids Eat Free, Every Tuesday,” with the purchase of an adult combo meal at full price.

In addition to the free kids meal, E-Kids members will receive special birthday gifts, surprise e-mail offers, discounts from other Gold Star marketing partners (i.e.: membership discount to Cincinnati Museum Center), and the opportunity to enter contests and engage with games on the E-Kids section of the Gold Star Chili website.

E-Kids enrollment is exclusively online. And again, to test the effectiveness of online advertising media, initial promotion of E-Kids will be via Internet banner and ppc advertising, e-newsletters and social media.