Twitter Party​

Texas Roadhouse Twitter Party Project

Every year, Texas Roadhouse hosts a
nationwide celebration honoring veterans.
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What we did:

  • Creative
  • Advertising Campaigns
  • Customer Experience + UX
  • Website + Platforms
  • Social Media Marketing
  • Video Production
  • Media + Press Outreach
  • Influencer Outreach + Engagement
  • Analytics + Insight

The promotion is twofold:

  1. On Veterans Day, all current and retired personnel are invited to a free lunch at any Texas Roadhouse location.
  2. Texas Roadhouse teamed up with Heinz’ “Our Turn to Serve” promotion. With that, customers could instantly thank a veteran by scanning a QR code at a Texas Roadhouse location. With every scan, Heinz donated $1 to the Wounded Warrior Project.

Twitter Success

We partnered with our sister agency, (amp) – Leap Group’s full-service media and amplification agency – to host a one-hour Twitter celebration the day before Veterans Day.

Then we gathered a team of influencers that each had a spouse or other loved one who was either active in the military or a military veteran.

#TexasRHforVets

We used the hashtag to tweet tactical topics that helped spread the word about the free lunch and donation initiatives. The hashtag also inspired others on Twitter to join the conversation and honor veterans everywhere.

We divide the tweets into 3 main categories:

  • Engagement tweets to encourage conversations – from quick questions and retweets to prompts asking users to share about the veterans or active military personnel in their lives.
  • Promotional tweets that surprised users with Texas Roadhouse gift cards for sharing their stories.
  • Informational tweets that drive awareness of the Veterans Day lunch and the Heinz promotion.

Then we gathered a team of influencers that each had a spouse or other loved one who was either active in the military or a military veteran.

Matter More

And the end of the day, the Twitter celebration was a huge success, both  online and offline. Texas Roadhouse saw an increase in sales on Veteran’s Day.

#TexasRHforVets peaked at No. 2 in Twitter’s trending topics, surpassing a music video Taylor Swift dropped that day.

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Impressions
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Traffic Increase YOY
to Veteran’s Day Lunch Landing Page
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Increase in Sales of Typical Tuesday in November
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Trending Topic on Twitter

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