In an example of social media done right, Applebee's has launched the latest edition of their highly successful, fan-driven "Spirited Chef" (#SpiritedChef) campaign today, Thursday, December 19, and Examiner readers are getting the exclusive, first look at the newest video.
The "Spirited Chef" campaign features Flair Bartender, Christian Delpech, taking requests from Applebee's fans on Twitter, using the #SpiritedChef hashtag, on what they want to see Delpech doing while bar tending. Some examples of requests include: balancing glasses on his head, mixing a drink next to My Little Pony dolls, and juggling knives.
Even crazier, the videos are all recorded while being live streamed to the public. Increasing the possibility of danger and accidents occurring, but sticking to the important element of transparency in social media campaigns. A risk for sure, but transparency and trust, or lack thereof, can make or break a brand's social media strategy. In the case of Applebee's, the risk has paid off in building a highly engaged audience the restaurant chain likes to call the "Fanapple" community.
In addition to a fan-driven social media campaign, which encourages engagement and participation, Applebee's is also finding success by reaching out to niche´ markets; such as "Bronies", wrestling fans, and even unicorn enthusiasts. The result of these efforts have culminated in a successful, engaging social media campaign that has reached over three million people on Twitter alone.
Watch the latest video, and let us know what you think in the comments below.