RECAP OVERVIEW
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Taco Mac is one of the most iconic food brands in Atlanta with a great story to tell. And to tell that story to a large and passionate audience of food & beer lovers, Atlanta Eats created and executed a fully integrated marketing plan for Taco Mac to enhance brand positioning and ultimately drive store sales.
Atlanta Eats sought to accomplish the following Kia marketing/business objectives:
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Reinforce the “beer, wings, and sports” brand through regular/on-going integrations within the programming of Atlanta Eats
- Create high quality, engaging video content assets for Taco Mac to re-purpose across their owned media platforms
- Provide Taco Mac with an “implied endorsement” by Steak Shapiro, the personification of sports and food in Atlanta
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Tell the Taco Mac story through a full length segment to bring the brand to life and and re-position the brand around beer, wings, and sports
THE MENU
ENTITLEMENT SPONSORSHIP OF ATLANTA EATS
EXCLUSIVE ENDORSEMENT WITH STEAK SHAPIRO
2X COMMERCIAL UNITS PER WEEK
ENTITLEMENT OPENING PER SHOW
3X INTERSTITIAL “DRIVE TO THE NEXT LOCATION” PRODUCT PLACEMENT PER SHOW
1X “DISH WORTH THE DRIVE” PROGRAMMING FEATURE PER SHOW
SOCIAL MEDIA SUPPORT
HOME PAGE WEB PLACEMENT & “DISH WORTH THE DRIVE”LANDING PAGE
ENTITLEMENT SPONSORSHIP
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PROMOTIONAL MAY 15, 2016 – MAY 15, 2017
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Weekly AE opens show with Kia drive up, product placement, beauty shots of exterior. Aired a total of XXX times during flight on Peachtree TV at 7:30PM on Saturday’s and 10:30AM on Sunday’s
- September 24, 2016 Atlanta Eats went to an 60 minute show twice a week 7:00PM Saturday & 10:30AM Sunday
- 3x interstitial product placement per show, 240x total (6x interstitial placement when show went to an hour)
- 2x commercial units per week, 80x total (4x commercial units per week when show went to an hour)
Total estimated impressions: 10,920,000
DISH WORTH THE DRIVE
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KIA RECEIVED:
- 1x programming feature per show
- showcase Kia dealers closest to the featured restaurant
Total Estimated Impressions : 3,640,000
RADIO EXPOSURE
OVERVIEW: Atlanta Eats is always looking for ways to provide added value for our core partners such as Kia. One of the way’s we have been able to do that throughout the flight is through unsolicited, organic mentions on Atlanta Eats Radio show on 106.7 FM with host Mara Davis.
SOCIAL MEDIA
OVERVIEW: While the core of Atlanta Eats is a hyper-local, informative, and entertaining TV show, it is supported by multiple communication channels such as social platforms, robust website, event marketing opportunities, etc. Atlanta Eats supported all Kia programming with social media marketing.
PROMOTIONAL DETAILS:
- FaceBook posts to our 20,000+ followers
- Twitter posts to our 13,000+ followers
- InstaGram posts to our 40,000+ followers
Estimated Total Impressions: 38,000
WEB PROMOTION
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PROMOTIONAL DETAILS:
- 1x Kia brand home page web ad
- 1x Kia brand home page web ad promoting Dish Worth The Drive
- Interactive Kia branded landing page featuring Dish Worth The Drive Interstitials
Estimated Total Impressions: 1,732,538
