Red Robin Gourmet Burgers held a very unique customer engagement campaign during May that focused on newborn babies.

During the month of May, National Burger Month, Red Robin celebrated the newest burger enthusiasts across America in the “Born to Burger” campaign.

Here’s how customers participated in the campaign:

1. Have a baby during National Burger Month.
2. Follow @redrobinburgers on Instagram – then let us follow you back.
3. Share a photo of your baby @redrobinburgers with #borntoburger and #sweepstakes in the caption.
4. If you’re selected, we’ll reach out to you for some basic baby-related info.
5. Receive your baby’s official Burg Certificate via email.

Each winner received a “burg certificate” via email, which winners can print out and present with identification for the child (e.g, birth certificate, school ID card, passport, etc.) at any Red Robin location each May beginning in 2018 through 2035 to receive one (1) free burger (valued at up to $15.00).

The total Approximate Retail Value of all prizes was $285,000.

Jonathan Muhtar, senior vice president and CMO at Red Robin, talked Loyalty360 about the campaign.

“Born To Burger is Red Robin’s largest National Burger Month campaign to date,” Muhtar explained. “It’s no secret that Americans love burgers, so Red Robin developed the Born To Burger campaign to jumpstart a lifetime of burger love by giving ‘burger babies’ born during May the extra special attention they deserve. In addition to celebrating the newest burger enthusiasts all across America, Born To Burger reinforces Red Robin’s Gourmet Burger Authority by bringing its one-of-a-kind burger culture and playful spirit into the spotlight during National Burger Month.”

Customer engagement was at the core of Red Robin’s month-long Born To Burger campaign.

“The supporting #BornToBurger giveaway resonated well with the target consumer and has successfully generated positive interactions across the brand’s social media channels,” Muhtar added.

In today’s world, you are only as good as your last guest interaction,” Muhtar noted.

“We often remind our team members that we are a nation of citizen journalists and anyone with access to the Internet can share an experience, good or bad, that can capture the attention of the masses,” he said. “We absolutely believe that in order to be successful, we must listen to and engage with our guests, our employees, and partners. If Red Robin is to deliver on our vision to make everyone Better for Being Here, then that means creating craveable burgers, welcoming experiences, and genuine connections wherever we are.”

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