Potbelly: Feed Your Smile
Agency: Doner
Team: Dan Margulis, Steve Osterman, Brian Nelson, Cynthia Curry, Max Cullen, Chelsea Robinson, MJ Higgins,
Adam Bridgewater
Making great sandwiches that make people really really happy, that’s Potbelly’s mission. But how do you own that position in the social stratosphere when you have a very limited budget? By melding tech, data and genuine happiness to feed smiles across the web.
Feed Your Smile Case Study
First we set our sights on arguably the unhappiest place ever – twitter. Identifying 100 sad tweets, we had Potbelly musicians respond with 100 happy songs, all in real time.
Then we helped entire cities in need of happiness by creating the Smile Scale. An algorithm that collected data on things like weather, sporting events, social media and traffic, then automatically sent out customized content.
Social: Static
Social OLV
We also went to Potbelly’s home city Chicago, to give them a little something extra to smile about in between their stops at the sandwich shop.
:30 TV FEED YOUR SMILE
Potbelly’s annual revenue is less than their competitor’s ad budget but you wouldn’t know that from the results we achieved. They were definitely worth smiling about.
In addition to boosting Potbelly’s revenue, we also picked up a D show award for best of digital media.