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The backyard grillers and budding chefs of the world are always claiming that they can make a better burger. Well, for almost two months, Periscope gave them a chance with Red Robin’s People’s Burger contest and a website that could hold every burger creation that came along.
Coming off of the success of the Chief Burger Officer campaign, Red Robin was looking for a burger-centric campaign that fostered consumer engagement and amped up the fun, irreverent tone that their customers were accustomed to.
With the People’s Burger, Periscope gave them both of these in spades.
The concept was simple. A quick, patriotic preamble enticed users to construct a burger, submit it and encourage friends to vote it into the running as the coveted People’s Burger. Using a virtual “Burger Builder,” the site allowed candidates to build the burger of their dreams by adding a myriad of Red Robin ingredients and whatever “mystery” ingredient they could come up with. From peanut butter to beef jerky, anything was fair game. Once built, consumers could name their burger, customize their background and share their creation on Twitter to campaign for votes.
With more than 20,000 burger submissions and nearly 79,000 votes logged in, the People’s Burger contest was considered a massive success. And seeing that the average time on the site was nearly four minutes, top chefs and amateur grillers alike really took to the spirit of healthy competition in a big way.
In the end, Adam Brewer’s The Dictator was the burger by the people, for the people and served to the people during a celebration party for Adam and 25 of his closest personal friends. Not only will The Dictator have a place of honor in Red Robin history, Adam won some pretty sweet prizes, from an iPad 2 to Free Red Robin for a year.
Visit The People’s Burger site to see what made The Dictator rise above the competition, and check out some of his closest contenders.
