Reveal\u2019s analysis found that company-initiated campaigns tended to sustain traffic longer and more effectively than the organic, sizzling-hot social-media events, Davis explained.<\/p>\n
Reveal correlated its location-based data to Chick-fil-A\u2019s September breakfast-item giveaway for app users, McDonald\u2019s \u201cRick and Morty\u201d-linked Szechuan Sauce offer in October and Wendy\u2019s viral customer-initiated chicken nuggets Twitter splash in April.<\/p>\n
Reveal Mobile\u2019s data, which harvests app location data from about 30 million active opt-in users daily, found the Chick-fil-A company-produced breakfast giveaway campaign produced the most sustained traffic, Davis said.<\/p>\n
\u201cCompared to the Chick-fil-A data, which saw a steady increase in foot traffic during the period, the #NuggsForCarter campaign saw a quick boost and then it dropped off to lower levels than they were before,\u201d Davis explained.<\/p>\n
\u201cTo me, it speaks to the ephemeral nature that it was a social-media Twitter campaign,\u201d he said. \u201cIt came in hot and went out fast.\u201d<\/p>\n
The chicken nuggets boost, which was created by a teenager\u2019s Twitter challenge that was eventually picked up on national television, still provided benefits for the Dublin, Ohio-based burger chain, Davis said.<\/p>\n
\u201cIf you are a company like Wendy\u2019s and are able to benefit from a lot of additional foot traffic from a social-media viral campaign, you\u2019d be ecstatic,\u201d he said.<\/p>\n
Atlanta-based Chick-fil-A, on the other hand, did see a meaningful rise in traffic with its giveaway campaign throughout the month of September, Davis said.<\/p>\n
\u201cChick-fil-A has a sophisticated app, and they are putting together a smart campaign,\u201d he said.<\/p>\n
For Oak Brook, Ill.-based McDonald\u2019s Corp., the Szechuan Sauce offer, aimed at fans of the cartoon \u201cRick and Morty,\u201d was a double-edged sword, producing long lines of customers standing outside of its restaurants on a Saturday. But some restaurants didn\u2019t have or ran out of sauce, leading to protests.<\/p>\n
\u201cNot all social-media viral campaigns result in a jump in traffic,\u201d Davis said. McDonald\u2019s didn\u2019t register a significant impact on its Saturday sauce offer, he noted.<\/p>\n
\u201cWhen you look at the daily trends, the spikes in [McDonald\u2019s] traffic were always on a Sunday,\u201d he said. \u201cMcDonald\u2019s gets most of its traffic on Sundays, according to our data.\u201d<\/p>\n
That pattern held for the sauce offer, he said.<\/p>\n
Brian Handly, Reveal Mobile CEO, said his company\u2019s data, which pinpoints latitude and longitude of users and segments audience profiles, is a way for retail marketers to learn more about their consumers\u2019 behaviors, such as where they go before a restaurant stop and where the go after.<\/p>\n
\u201cWe get a pretty good history of where users are going in the physical world,\u201d Handly said.<\/p>\n
Davis said the data will eventually provide deep insights for restaurant marketers.<\/p>\n
\u201cWhat the future holds \u2014 we\u2019re not there yet \u2014 is the ability to marry foot-traffic data with the point-of-sale data to see which areas of the country follow the downloading and usage of the app and lead to an increase in sales,\u201d he said.<\/p>\n
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Sintel Systems<\/p>\n
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