Dave & Buster’s + Winning
Challenge
Spring Break is a critical time period, where driving Traffic is a must. New game news was typically the focus of our marketing calendar during that time. When we didn’t have a new game to promote, we needed a new promotion.
Insight
Our research had indicated two key aspects of the D&B experience:
- Even if a Guest doesn’t care about winning tickets, there is an inherent thrill in WINNING.
- There is always that lingering concern that the Guest – or their children – won’t win enough tickets to leave with anything.
the solution
We introduced the “Everyone’s A Winner” promotion during Spring Break. Everyone that purchased a game card was guaranteed to walk away with something. Prizes included everything from Beats headphones and Xbox game consoles to tickets (of course) to the most likely prize: a coupon for a Free $10 in game play on their next visit.
results
Q1 (the quarter including Spring Break) was the strongest in years at +4.9%, and ran for the next two years.
