The burger chain teamed up with Google to create the dual-screen rich media experience featuring the Red Robin spokeswoman having lunch with the T-800 Terminator. While the use of mobile technology for entertainment stands in contrast to the Terminator film franchise?s apocalyptic vision of how technology could impact the world, the engagement strategy is a good example of how mobile is increasingly at the core of fun, interactive experiences that drive brand awareness.

To trigger the Terminator Vision experience, consumers type a code into their mobile browser and hold their phone up in front of the computer screen. Consumers can go to http://redrob.in/terminator on a PC to get a code. 

Once they input the code in their mobile browser, the computer screen starts to play a video featuring the Red Robin spokeswoman, who is having lunch with the T-800. Holding the phone up enables users to experience lunch through the eyes of the Terminator as the actress discusses a variety of topics that she thinks might interest it. 

For those not wanting to engage using their mobile device, the experience can also be achieved on desktop by opting into the keyboard function and using the delete button to toggle in and out of Terminator Vision.

Red Robin partnered with Paramount to promote the new Terminator Genisys film, due in theaters on July 1. 

A social element to the campaign encourages consumers to upload a photo of their Terminator Genisys burger to Instagram or Twitter using the hashtag #rrillbeback for a chance to win free burgers for a year. 

The chain will select one winner each week during the first month the movie is in theaters.

Terminator Vision is a unique way for Red Robin to take advantage of the fact that mobile users are consuming more content on their devices all the time and are looking for quick-hit, entertaining experiences. The strategy could help the chain drive mobile engagement and build brand awareness among the younger consumers who tend to frequent burger chains and are fans of the Terminator films. 

There is also a landing page devoted to the partnership, http://www.redrobin.com/terminatorgenisys, where visitors can view a trailer for the film and learn about the promotion.  

Additionally, the multi-channel effort includes several TV spots.

As part of the promotion, Red Robin is offering two limited-time menu items themed around the film: The Genisys Burger and the Blue Haze cocktail

The items will be available from June 15 though Aug. 23. 

 

Guests will receive a free ticket to see the movie with the purchase of a $25 limited-edition themed gift card. 

?Mobile is a strategic piece of our campaign with contextually relevant placements,? Ms. Benfield said. ?Mobile intersects consumers while researching, planning, and purchasing a movie ticket. 

?Consumers are served everything from premium custom content to a free movie ticket offer,? she said. ?We also use it for innovation, integrating the desktop and mobile experience with Terminator Vision.?