You are a marketing manager for Chopt chain of salad restaurants. Heading into 2023, Chopt has identified SMART goals for the marketing program overall. One SMART goal is to increase the average frequency a customer visits Chopt in a year from 3x to 5x (67% increase).
Separately, the senior executive team is extremely interested in the Metaverse and Augmented Reality opportunities because they see a lot of 'cool things' in the news about them. The CMO asks you to come up with an idea for Chopt to promote their salads in the Metaverse or using AR technology. Explain your process and response by answering the following questions:
- Do you choose a Metaverse campaign or Augmented Reality? Why, how did you come to this conclusion?
- What is the idea for your campaign?
- How does this campaign tie back to your main SMART goal?
- What are you defining as success? How are you measuring impact?
- Do some research to find an example of successful similar campaigns, can you explain the campaign and why it was successful for this brand?
- Explain some caveats or reservations you have with this new media campaign idea. What do you need to let the senior team know about limitations or concerns?