RECAP

WINGS, SPORTS, AND BEER

RECAP OVERVIEW

IT’S ALWAYS 7 O’CLOCK AT TACO MAC….

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.

BACK TO THE BASICS…

Atlanta Eats sought to accomplish the following Taco Mac marketing/business objectives:

  • 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

  • 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

TALKING BEER INTEGRATIONS

OVERVIEW: The craft beer industry has experienced staggering growth for the past seven years, going from from $5.7 billion in 2007 to $19.6 billion in 2014 . To help exploit this growth, and re-affirm the positioning of Taco Mac as the forefront leader within the beer community, Atlanta Eats featured a weekly integration featuring Taco Mac ambassador Adam Anacker.

These segments were created with the goal in mind to make sure they were educational in nature while providing an element of discovery for all levels of beer enthusiast…from the novice to the beer geek.

TOPICS INCLUDED: beer styles, beer popularity, local craft beers, beer of the month program, education and exploration (Brewniversity), wings and wing sauces, beer pairings.

PROMOTIONAL DETAILS: JUNE 11 THROUGH NOVEMBER 26

  • Weekly segment, 60 seconds in length, aired a total of 52 times during flight on Peachtree TV at 7:30PM on Saturday’s and 10:30AM on Sunday’s

  • Taco Mac was able to integrate key suppliers and distributors as a way to create added value for key relationships

  • Total estimated impressions: 1,300,000

  • 6X different integrations were shot & produced with topics created in collaboration with the Taco Mac marketing team

  • Content licensed to Taco Mac for use on owned media platforms (website, social platforms, email, etc)

DIGITAL ACTIVATION OF CONTENT

OVERVIEW: With all of this compelling short form content, Taco Mac & Atlanta Eats created a library of relevant, entertaining videos that Atlantan’s benefited from on social platforms. Our integrated social campaign was designed to be organic, drive social interactions, and conversions to Taco Mac’s social channels & website; all spotlighting Taco Mac’s beer, wings, and sports positioning.

TACO MAC RECEIVED:

  • Static web banner on Atlanta Eats home page for 26 straight weeks
  • Multiple organic posts on Atlanta Eats Twitter, Facebook, and Instagram feed

Total Estimated Impressions : 2,000,000

RADIO EXPOSURE

OVERVIEW: Atlanta Eats is always looking for ways to provide added value for our core partners such as Taco Mac. One of the way’s we have been able to do that throughout the flight is through unsolicited, organic mentions on Steak Shapiro’s weekly radio show on 680 The Fan.
Steak found countless way’s to integrate Taco Mac brand messaging into the program in a way that was both organic and endorsing in nature. Below are two of the mentions referenced above:

PROMOTIONAL ACTIVATION

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 will support Taco Mac in December for an upcoming Beer & Food pairing event through lead-up social media marketing as well as an appearance by Steak Shapiro.

TACO MAC TO RECEIVE THE FOLLOWING SUPPORT IN DECEMBER:

PROMOTIONAL DETAILS:

 

  • Custom homepage graphic for 4 weeks leading into the beer/pairing dinner promoting ticket sales
  • Dedicated Instagram/Tweet/Facebook posts promoting each initiative along with dedicated email promotion for the event
  • Steak Shapiro attendance at the event along with a Facebook Live video from the beer pairing dinner

Estimated Total Impressions: 150,000

TACO MAC STORY/FEATURE

OVERVIEW: Why are Taco Mac and Atlanta synonymous? There is nobody in Atlanta that doesn’t have an experience with Taco Mac. Atlanta Eats was able to capture the true essence of one of Atlanta’s most iconic brands built in the Highlands in 1979 and flourishing even today. In addition, Atlanta Eats provided the perfect medium to re-launch the wings, beer, sports positioning to a highly targeted audience in an effective way.

Taco Mac has a tremendous STORY, and there isn’t a more powerful marketing mechanism than a powerful STORY!

PROMOTIONAL DETAILS:

  • One (1x) full length 4-6 minute feature on Atlanta Eats aired 4 times during the campaign
  • Atlanta Eats was responsible for full production including writing, producing, shooting, and editing the feature
  • Segment (and associated raw footage) licensed to Taco Mac for useage on other platforms (in store, website, You Tube channel, etc)

Estimated Total Impressions: 200,000