Chili’s was launching its Southwest menu and needed a younger audience through the door. Taste of the Southwest roped in virtual singing cowboys to sing praise, country-style. Users visited the microsite, browsed the menu, chose a Southwest meal and invited family/friends to share it. Recipients got a personalized country song inviting them by name to share the meal. This is the first and last country song I have ever written; the tune was inspired by Hey Good Lookin’ by Hank Williams.
Country: United Arab Emirates
Agency: Memac Ogilvy
Digital, social, retail