Red Robin is inviting burger lovers to ?Answer the Call? with a campaign that capitalizes on the brand?s ?Yummm? tagline.

The campaign uses mobile, online, television and radio to engage guests and encourage them to try one of Red Robin?s value-priced limited-time offers this spring. Red Robin?s latest limited-time offer menu items being promoted are the Prime Chophouse Burger and Southwest Grilled Chicken Salad, each available for $5.99.

?The campaign was designed to increase awareness for Red Robin?s quality, variety and value and drive guest traffic by capitalizing on the already widely recognizable catch phrase, ?Red Robin ? Yummm,?" said Jamie Winter, communications manager at Red Robin, Greenwood Village, CO.

?The ringtone enables us to further enhance the campaign while distributing our fun mnemonic to our guests, keeping them engaged in the brand outside of our restaurants,? he said.

Singing for dinner
Created by Periscope, a Minneapolis-based advertising firm and Red Robin?s agency of record, the campaign was developed after focus group research found that many consumers could easily recall and recite Red Robin?s  ?Red Robin ? Yummm? tagline.

Throughout the campaign, promotion of the Yummm mnemonic will help keep Red Robin restaurants a top-of-mind choice for dining out among consumers.

The ringtone is being distributed to consumers who play the Yummm Builder game.

The game is a play on the 1980?s game, ?Burger Time.? The goal of Yummm Builder is to build a gourmet burger before everyday kitchen items such as utensils eat the player.

Yummm Builder winners have the opportunity to immediately download the ?Red Robin ?Yummm? ringtone.

Robin makes rounds
Red Robin?s marketing campaign is appearing online, on cable TV networks such as USA Network, TBS, TLC, Comedy Central and Food Network, and on local TV and radio stations in approximately 30 markets nationwide including Denver, Seattle, St. Louis and Phoenix.

To educate consumers about Red Robin?s irreverent and fun brand personality, the online videos and TV ads feature various tongue-in-cheek scenarios where unlikely subjects ? including a baby, a lawyer and even the normally elusive Yeti ? literally answer the Red Robin call by saying ?Yummm.?

?Using several different components in our marketing campaign allows us to extend the reach of the catchy ?Red Robin ? Yummm? tune,? Mr. Winter said. ?The ringtone gives us just one more distinctive outlet for increasing brand awareness among our guests.

?While Red Robin has not used mobile media as an outlet in the past, during 2010, Red Robin will continue to integrate marketing messages throughout the mediums that make the most sense,? he said.