Red Robin is updating its marketing strategies by refocusing its latest ?Let?s Burger? campaign away from broadcast and towards digital and mobile.

The casual dining chain, famous for its burgers, is launching a new campaign that celebrates the unique American experience of eating a burger. While the campaign itself celebrates tradition, the brand?s marketing will focus on new styles of advertising that focus on mobile, digital and social media

"Mobile is a key component of Red Robin?s new 'Let?s Burger' campaign and a new approach for the brand as we look to engage existing guests and reach new burger aficionados in today?s tech-driven society," said Jonathan Muhtar, senior vice president and CMO at Red Robin. "In what is a first for Red Robin, a series of fun Snapchat GeoFilters featuring burger masks and fry beards will be available at all Red Robin restaurants nationwide and branded social content will also run across Facebook, Instagram, Twitter and YouTube."

Honoring tradition
Red Robin?s new campaign is called Let?s Burger. The content of the campaign focuses on how eating a hamburger is a unique experience compared to other foods.

When Americans eat a burger, it is a special occasion. A pile of napkins is set out beforehand, the meal is paired with a favorite drink and side dish, etc.

Red Robin is making a new name for the act of eating an American hamburger, turning the action into a verb with ?burgering,? hence the campaign name, Let?s Burger.

But while the act of eating a burger is one with a long tradition, Red Robin is modernizing the way in which that campaign message is delivered.

Before the brand focused on broadcast TV spots and other popular but somewhat outdated ad formats. The new campaign will be delivered over mobile, through digital channels and on social media.

The campaign will play out in digital video spots on the brand?s social media pages, including Facebook, Instagram, Twitter and YouTube. Additionally, the brand will launch Snapchat GeoFilters nationally at all locations to support the campaign.

Red Robin is also partnering with satirical publication The Onion to launch a burger-themed humor site called The Onion Ring.

Breaking boundaries
In a time when people are consuming more and more of their media through digital and mobile channels, it is essential for brands such as Red Robin to modernize their approach. If they want to connect with the modern consumer, they have to go to them where they and right now that is on mobile.

Red Robin is meeting that change in media consumption with a switch to social media focused efforts, an area where mobile has consistently shown itself to be the best channel for social engagement.

Other burger chains have had similar successes by prioritizing the mobile and digital channels.

Larger brands such as Burger King have had success by partnering with mobile platforms. For example, Burger King partnered with mobile ordering app Swiggy to let consumers in its international markets order things through their mobile devices (see story).

Other, slightly smaller burger brands that are a bit more on Red Robin?s level, have worked with their own in-house mobile options. Burger 21 does an annual mobile and digital sweepstakes to promote its own mobile loyalty app (see story).

For brands to survive in the modern mobile age, they will have to make full use of the tools that consumers use in their everyday lives.

"Let?s Burger is about much more than the burger itself," Mr. Muhtar said. "It is about the bonding experience people share when enjoying a Red Robin burger with their friends and family. 

"The campaign features custom content built for display, social, and mobile and reaches users with purchase intent based on their interests, behaviors and proximity to a Red Robin location. By becoming a part of the conversations consumers are already having around burgers, the brand has the opportunity to further solidify itself as the authority in Burger Culture."