Applebee’s was looking to really reinvigorate their notion of “the neighborhood” in the digital space. They invited several creative and tech agencies to present how they might rethink this online experience for current and future guests. Our presentation included fresh thinking of the brand voice/visual direction and backend technology (the only agency to tackle both areas). Our main goal from the beginning was to put “choice” back in the hands of the consumer thru the different ways they were already engaging with the brand today. This was accomplished not only thru this fresh voice, cleaner/heroic visualization and an unprecedented user experience, but also thru added customization and new built in future relationship building tactics (re: suggestions, ratings, localization, social, mobile, etc). This approach tied in seamlessly to the mobile experience which took their already successful “Carside To Go” program to another level.
Applebee’s selected our overall approach from a host of agency participants, and awarded us the creative, ux and development duties. No other agency pitched all these angles and it was a real win for our growing office, in the process, doubling our engagement with the brand.