Applebees launches NFT marketing campaign
“We think we’ve created a really compelling idea that combines the real world of Applebee’s and the world of virtual artwork that combine to create a really fun engagement for our guests and fans,” said Joel Yashinsky, director of the Applebee’s marketing. in an interview. “The combination of a real meal and the virtual engagement of a piece of art is what sets it apart from what others are doing in this space.”
Applebee has announced that it will be running new “Meta Monday” deals on Mondays in December, featuring new art and different menu items. The company said it will share details of the menu and associated artists as they become available online.
Applebee created the Meta Monday campaign in partnership with creative agency Gray Group and media partner Current.
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Many restaurant brands have experimented with NFTs and other forms of crypto-marketing in recent months, including McDonald’s, Taco Bell and Burger King. “We’re excited to see where this is all taking us,” Yashinsky said.
Vittoria’s artwork, titled “Sharing Dreams”, is inspired by her teenage visits to her local Applebee with friends, where they shared their dreams of the future while sharing a meal.
Applebee’s has recovered strongly from the pandemic, with same-store sales up 12.5% from the same period in 2019 before the pandemic in its second most recent fiscal quarter. A series of successful, high-profile promotions were part of the success, according to Yashinsky.
Applebee got a lucky boost thanks to country singer Walker Hayes, whose summer hit song “Fancy Like” praised Applebee’s dating virtues and led to a promotional deal with the channel. The restaurant also entered into an exclusive partnership with Dwayne “The Rock” Johnson to use the wrestler-actor Teremana’s premium tequila brand in a revamped drinks menu, and struck a deal with Disney that rewarded diners with free tickets to the movie “Jungle Cruise”.
“I’ve had more fun at Applebee in the past year than in my 25-year marketing career,” said Yashinsky, who arrived at the Dine Brands-owned chain after 18 years in marketing roles. at McDonalds.
