Magazine highlights family entertainment leader’s social media strategy
DALLAS – April 2, 2013 – Chuck E. Cheese’s social media strategy is winning according to Restaurant Business Magazine’s annual review of restaurant brands’ social media. The leading publication for commercial foodservice news recognized Chuck E. Cheese’s as a “2013 Social Media 50: Winning Strategies” company because of the quality of engagement on its social profiles and its expansion across multiple platforms.
Each year, the magazine works to identify restaurants that excel at growing their social media following. Using data compiled by Digital Coco, a reputation tracking firm, Chuck E. Cheese’s stood out by asking for customer feedback; leveraging partnerships on its social media profiles; creating corporate transparency through the use of video; promoting month-long events and connecting with moms.
“Chuck E. Cheese’s is very excited to be identified by Restaurant Business Magazine as a top restaurant brand on social media,” said Scott McDaniel, chief marketing officer, Chuck E. Cheese’s. “We’ve been working with M/C/C to enhance our social media strategy to make sure we best represent the Chuck E. Cheese’s brand online while also connecting with moms and dads in different, more valuable ways than we have in the past. While we believe we have done well, we are very proud to receive this industry recognition to share with M/C/C.”
M/C/C’s work with Chuck E. Cheese’s began by developing a strong Facebook presence in 2010 and expanded in the past two and a half years to include Twitter , YouTube , Pinterest and foursquare . By crafting a strategy that focused on creating quality engagement with parents, M/C/C was able to increase interactions with Chuck E. Cheese’s customers by successfully gaining more than 470,000 Facebook likes, more than 6,200 Twitter followers and more than 1,500 Pinterest followers for the company.
Successful and recognized strategies used by M/C/C for Chuck E. Cheese’s are:
Asking for Opinions
M/C/C assisted in creating dialogue between families and Chuck E. Cheese’s, and also engaged with parents online to receive feedback on outfits, poses and music for the new Chuck E. Cheese’s character. In addition, M/C/C monitored, gathered and analyzed feedback to improve guest relations and business operations.
Partnering for Content
M/C/C helped establish “Joke of the Week” in partnership with Nestlé’s Laffy Taffy to share jokes on Chuck E. Cheese’s website, Facebook, Twitter and Pinterest accounts. Additionally, M/C/C assisted Chuck E. Cheese’s in establishing a partnership with PBS Kids to share educational content on all of the company’s social media platforms.
Creating Transparency via Videos
M/C/C created and produced a “Gluten-free the Right Way” video demonstrating the step-by-step process of how Chuck E. Cheese’s gluten-free products are made, increasing transparency of the company. M/C/C capitalized on and used real endorsements in the gluten-free product launch from parents in a Minnesota pre-launch providing authenticity and peace of mind for parents with kids who have gluten-free needs.
Promoting Month-Long Events
M/C/C publicized Chuck E. Cheese’s month-long Halloween event, Chucktober , using social media platforms resulting in increased traffic in stores, online photo sharing and discussions between bloggers and readers.
Connecting with Moms
M/C/C connected moms with Chuck E. Cheese’s by creating Mom Blog Mondays to feature the mom blog voice and insights on social platforms. Through these connections, Chuck E. Cheese’s utilized bloggers to promote lesser-known programs such as Kid Check and Rewards Calendars .
As part of its services, M/C/C strives to be the best in integrating social media for its clients. The agency believes that social networking is an essential part of a modern brand. This not only includes status updates and tweets, but a wide array of services such as content creation and curation, individualized social network creation, online reputation management, and community management and customer service.
“Since we first started working with Chuck E. Cheese’s on social media, we committed to creating conversations and lasting relationships with the company’s fans, brand enthusiasts and everyday parents who come into their stores,” said Jim Terry, senior vice president, account service, M/C/C. “It was this understanding of quality over quantity that’s made the brand’s social media strategy successful. We are thrilled to have our work on behalf of Chuck E. Cheese’s recognized by a top trade publication, and we hope to continue to lead the way for other businesses using social media.”
Dallas-based M/C/C provides marketing, advertising, public relations, Internet marketing, social media marketing, video production and research for companies ranging from growing start-ups to global industry leaders. Several of M/C/C’s clients dominate their trades, including Texas Instruments, Harris CapRock and Chuck E. Cheese’s. The agency’s mantra, “living the unexpected,” has not only helped clients exceed their marketing goals, but has also consistently made M/C/C one of the top public relations, social media and advertising agencies in Dallas for more than 26 years. For additional information, please visit http://mccom.com.
About CEC Entertainment, Inc. (NYSE: CEC):
For more than 30 years, CEC Entertainment has served as the nationally recognized leader in family dining and entertainment and the place Where a Kid can be a Kid®. The Company and its franchisees operate a system of 562 Chuck E. Cheese’s stores located in 48 states and eight foreign countries or territories. Currently, 511 locations in the United States and Canada are owned and operated by the Company. CEC Entertainment, Inc. and its franchises have the common goal of creating lifelong memories for families through fun, food and play. Each Chuck E. Cheese’s features musical and comic robotic entertainment, games, rides and play areas, as well as a variety of dining options including pizza, sandwiches, wings, appetizers, a salad bar and desserts. Committed to providing a fun, safe environment, Chuck E. Cheese’s helps protect families through industry-leading programs such as Kid Check®.
Chuck E. Cheese’s aims to promote positive, lifelong memories inside and outside of its stores. In addition to providing a fun entertainment experience for millions of families across the world, Chuck E. Cheese’s has donated more than $7.7 million to schools and non-profit institutions through its fundraising programs. For more information, see the company's website at www.chuckecheese.com .
Public Relations Manager, M/C/C
972-480-8383 ext. 217