The following is a recent case study for a dynamic and strategic online to offline campaign Sociallybuzz executed using Yelp for a new restaurant, MLT Cheesesteak and Grilled Cheese.

1. SOCIAL MEDIA “Yelp” CAMPAIGN – CASE STUDY
South Beach Local Restaurant – MLT

2. Who
MLT -
Opening its doors December 11th, 2011, MLT serves homemade authentic
Philly cheesesteaks for South Beach customers to enjoy. The traditional cheesesteak
with thinly sliced rib eye steak; melted cheese of your choice, fresh Amarosa bread and
grilled onions is just how Geno's makes it. The menu also includes some other delicious
homemade comfort foods such as grilled cheese sandwiches, mac-n-cheese, braised
short-rib sliders, fried chicken and fresh waffles.
What is Yelp?
Yelp is an online city guide that helps people find cool places to eat, shop, drink, relax
and play, based on the informed opinions of a vibrant and active community of locals
in the know. Yelp is the fun and easy way to find, review and talk about what's great —
and not so great — in your world.
Sociallybuzz –
Sociallybuzz provides social media management, marketing, fan-page app development
and social media consultation to various clienteles. The company is designed to help
companies, brands and businesses develop a firm foundation in social media and
marketing while delivering the greatest number of options in how they define or reach
their relevant audiences.

3. Campaign Overview
At Sociallybuzz, we understand that social
network review websites are very important
for growth and customer acquisition of any
restaurant. Millions of consumers use Yelp to
review potential restaurants and make final
buying decisions on where they will spend
their hard earned money to dine at.
Consumers are also constantly looking for
restaurants to call their own, take their friends
and brag about to their family. The difference
between a bad review and a great review
online can really make or break a restaurant
reputation.

4. Campaign Overview
Since MLT Cheesesteak was a fairly new
restaurant, we decided to do a campaign on
a social platform that would build up its
reputation by having actual customers rave
about their amazing experience and food.
This would trigger genuine word-of-mouth,
build customer loyalty and increase repeat
walk-up customers as well as sales before,
prior and after the contest.

5. Campaign Overview
The Sociallybuzz team developed a fun and
compelling YELP competition to drive elite
Yelpers and influential foodies as a way of
increasing social and brand awareness of MLT.
We specifically chose Yelp to tap into their
most influential users, the Yelp Elites, who
competed in a strategic eating contest
featuring one of MLT's most popular
cheesesteak sandwich. Ten Yelp Elites
engaged in an eating contest with the MLT
“Miami Heat” Cheese Steak. After 3 rounds, 3
cheesesteaks and lots of peppers, 2 semi-final
winners were picked to go head to head for a
chance to win a $50 MLT gift card based on
who ate the most spicy Cheese Steak the
fastest.

6. The Contest

7. Objectives/Obstacles
Objective:
To activate the following for MLT Cheesesteak;
- Local Brand Awareness
- Consumer Loyalty
- Loyalty Tracking
- Positive Word-of-Mouth
- Increase Sales
- Increase Facebook Fans
- Increase Twitter followers
Obstacles:
- Would foodies & Yelp elites be interested in participating in an
eating contest at a restaurant they know very little about
- On the day of the eating contest, it started raining with a
chance of thunderstorm

8. Results
We successfully achieved and executed all of our goals
and objectives.
1 - The localized online chatter about the MLT brand have
increased dramatically since announcing the eating
competition

9. Results
2 - We significantly increased their consumer loyalty

10. Results
3 - They gained positive word-of-mouth and reviews on
Yelp as well as other social networks

11. Results
4 - Sales increased even before the eating contest took
place

12. Results
5 - We increased MLT's Facebook fans and Twitter
followers to consumers who lived or worked within a 5 to
10 mile radius, who are grilled cheese and cheesesteak
enthusiasts

13. Results
6 - The restaurant & contest was trending on Yelp weeks
before it happened

14. Conclusion
All contestants and attendees took home an experience
of a lifetime and the winner left with a $50 MLT gift card.
When anyone searches for MLT on Yelp, they are greeted
with great reviews from satisfied customers. Therefore, the
number of authentic reviews in which MLT received from
completing such a campaign remains priceless.

15. The Buzz!
Photos by PhotoBokeh.
To See more Photos: https://www.facebook.com/TheMLT

16. What We Do!
Sociallybuzz build campaigns that deliver a compelling message and dynamic
experience for your customers. We create buzz-worthy online and offline campaigns
to help brands, franchises, restaurants, nightclubs, and retail stores build an ongoing
conversation and relationship with their customers.
We assist businesses in developing and executing creative and effective strategic
campaigns for Online Growth, Social Media Engagement, New Product Release,
New Location-Grand Opening, Special Events, and Customer Awareness.
Implementing a campaign as part of your social media and marketing efforts can
increase your customer engagement, expand your social presence and build social
awareness.
Contact us to learn more about our Social Media Campaign Services
888.354.1867 |info@Sociallybuzz |www.Sociallybuzz.com