Goal: Increase attendance and awareness of Halloween dining specials and theme night.

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Campaign: In an attempt to drive awareness and organic conversation, the plan was to capitalize on the recent release of IT in theaters before Halloween. Social posts from the Tiger Dining account revealed that coupons could be found around campus in spooky places until they were all found. These coupons were tied to red balloons which mimic the movie IT when the demon was making himself known by the same balloons. The coupons encouraged sharing a photo with #tigerdining on social media.

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Results: The campaign was an extraordinary success. The amount of traffic and conversation about what the balloons were doing around campus tripled the normal amount of traffic on the tiger dining social accounts. Posts were all over Snapchat, Instagram, and Twitter inquiring about the balloons and how many were spooked that they were present. This gave our account opportunity to share that Tiger Dining was the culprit and why we placed the balloons around campus.