CD/CW: James Ward | AD: Laura Knight
Brixx is a friendly neighborhood restaurant appealing to a wide range of palates, their core customers being families. One of the many ways Brixx "mixx's it up" is by offering children dough to play with while they wait for their meal to arrive.
Since this is a pretty special offering that Brixx does to cater to their customers, we wanted to push it a little further and really give it the attention it deserves.
We decided to create a year round social media program called "Dough Pixx" to encourage children (and adults) to be creative at Brixx. Throughout the year we have various themes that support this program while staying relevant to the season and current events. This particular one being "Ho Ho Dough". You can also see our Summer theme, Summer Fun".
We created in-store pieces like children's menus to promote awareness and educate the customers on how to partake in the social sharing. We then backed up the social media campaign by regularly posting facebook ads with dough sculptures and even several stop motion videos. Ultimately the #DoughPixx posts filtered through Instagram to a custom Facebook Fanpage where all of the images can be viewed and shared.
This social campaign not only increased awareness of the dough program, but also encouraged social sharing and generated interesting user content about Brixx in the process.
* I created all of the dough sculptures used for advertising purposes, as well as created the stop motion promo animation, and designed all layouts and deliverables for this social campaign program... I also gained a very particular set of skills on how to carve, mold and shape dough into just about anything.