Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Irving on the Rocks is an app-based, self-guided cocktail and mocktail tour located at the Toyota Music Factory, Irving's leading entertainment destination. The Toyota Music Factory features an impressive mix of nearly two dozen restaurants and bars, all anchored by an 8,500-seat concert venue, making it a hub of activity for both locals and tourists.
In response to the challenges brought on by the pandemic, Visit Irving sought to find a creative solution to revitalize foot traffic to the restaurants and bars in the Music Factory, which had faced significant struggles in recovering after the restrictions were lifted. What started as a simple punch-card program quickly evolved into a dynamic and interactive digital experience, capitalizing on the growing trend of self-guided tours and gamified tourism.
The primary goals of Irving on the Rocks included:
• Encouraging increased foot traffic and engagement at restaurants and bars in Irving’s Entertainment District, thereby supporting these local businesses.
• Providing a fun, unique, and interactive experience that would attract both residents and visitors back to Irving and the Toyota Music Factory.
• Creating a diverse cocktail and mocktail tour that caters to a wide audience, ensuring that all participants, regardless of their preferences, can enjoy the experience.
• Generating new interest and raising awareness about Irving’s vibrant entertainment scene and its exceptional dining options, all while using innovative technology to make exploration simple and enjoyable.
This initiative not only supports the city’s hospitality and restaurant industries but also provides a delightful, new way for people to discover their favorite spots. Irving on the Rocks is a win-win: a creative, engaging program that drives business and fosters community support while giving participants a memorable and exciting way to explore all that Irving and the Toyota Music Factory have to offer.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The self-guided tour app, available on both Apple and Android devices, transforms dining and entertainment into an interactive, gamified experience. Users simply check in at participating restaurants and order a cocktail, mocktail, or food item, with each check-in contributing toward reaching one of several "Rockstar" status levels.
To incentivize downloads, every user who registers receives a "Rock Star Kit," packed with essentials like mints, wet wipes, headache relief, and hydration remedies—providing the perfect accompaniment to a night out. Users can choose to receive the kit by mail or, for instant gratification, visit the onsite vending machine at the Toyota Music Factory. With a simple scan of their app's QR code, users can instantly access their kit, enhancing the experience right from the start.
As users progress, they unlock exclusive milestone rewards—earning titles such as Rocks Rookie, Rock 'n' Roller, and Rock Star—with corresponding Visit Irving swag at each level, keeping participants motivated and engaged throughout the journey.
The campaign was promoted through a comprehensive omnichannel marketing strategy that combined paid digital and social media with earned media coverage, ensuring maximum reach and visibility. Success was measured through key performance indicators, including website visits, app downloads, and check-ins at participating locations.
To date, the campaign has generated impressive results, including 33,373 website visits, 4,662 app installs, 685 rockstar kits mailed, and 347 rockstar kits collected at the vending machine, showcasing its impact in driving engagement and participation in a fun, rewarding way.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
With over 1,000 Rockstar kits distributed and more than 200 returning customers visiting the eleven participating businesses, the self-guided app tour at the Toyota Music Factory has far surpassed our initial expectations in terms of boosting foot traffic. This engagement is particularly noteworthy given the recent closure of the Toyota Music Factory’s common areas for renovation. The renovations have made it crucial to offer innovative experiences and incentives to maintain and enhance visitor interest during this transition period.
The success of this initiative is a testament to the power of creative solutions in overcoming operational challenges. By offering an engaging and interactive experience, the app tour has mitigated the impact of the renovations and fostered a sense of excitement among visitors. This positive response reaffirms our commitment to finding and implementing strategies that enhance the customer experience and keep the Toyota Music Factory a dynamic and appealing destination, even amidst changes and disruptions.
Entry Title
Rockstar-Themed Self-Guided Tour App and Engagement Campaign