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Advertising • Digital • Events

Clients

Advertising • Digital • Events

CaseStudies

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Mario’s Pizza, Digital MarketingLed by ardent technophile Roger Harford, the General

Manager of Mario’s Pizza, the company has added new

media to its marketing mix, so much so, that Mario’s is

often the first Trinidad & Tobago brand to experiment with

new forms of digital marketing.

In 2010, Pepper-e was enlisted to manage Mario’s

Pizza’s digital footprint, beginning with the Mario’s Pizza

Facebook fan page. At the time the fanpage fan count

stood at 45,825 fans. Less than two years later the fan

page has expanded to over 110,000 fans from around

the world.

Pepper-e expanded Mario’s online offerings beyond

Facebook to include Email Marketing, Online Advertising,

Website Development and other social media platforms.

Pepper-e implemented mechanisms by which Social

Media & Email touch points, including the website, are

regularly maintained and updated with engaging, new

content.

Online Advertising

Taking advantage of Google’s ubiquitous Adwords pay-

per-click program, Mario’s is able to target possible

customers on thousands of webpages through the use of

Google Text Ads and Image Ads. A simple email to your

colleague asking if they’d like pizza for lunch can trigger

a Mario’s Pizza ad to appear. To date, Mario’s online ads

have appeared over 60 million times.

Social Media Marketing

Mario’s keeps its large social media audience engaged

and entertained with a steady stream of contests,

giveaways, games and jokes. Essentially, trying to

Google Image Ad

Facebook Social Game

Twitter Contest

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recreate the fun, playful family atmosphere encountered

at their restaurants. Mario’s communities exist on

Facebook, Twitter, YouTube and Foursquare with plans to

investigate fan interest on Pinterest and Instagram.

Email Marketing

Mario’s maintains a very robust email subscriber list

of over 10,000 subscribers who receive personalised

birthday greetings and regular specials to attract them to

Mario’s stores and reward them for brand loyalty.

Website Development

In keeping with Mario’s focus on the family, Pepper-e

launched a Mario’s website for children - kids.mymarios.

com in 2012 and introduced a new mascot, Marco.

Children can visit the family-friendly website to access a

virtual play park, mirroring Mario’s physical play parks,

where they can download colouring books, play games

and follow Marco on his adventures in a digital comic

strip.

Affiliate Marketing

Mario’s has also partnered with Pennacool.com, an online

learning resource for children about to sit the S.E.A.

exam. Mario’s Pizza supplies prizes and incentives to

encourage and reward the students who form part of its

target audience. All of Pennacool’s online properties wear

the Mario’s brand proudly.

Tip: Mario’s Pizza has been able to use new media to

draw customers to it outlets with specials, deals and

other incentives, provide customer service and remain

top-of-mind for its target audience.

Facebook Coupon, announced to Email Subscribers

Kids Website

In-person Contest

T&T Drinks Festival, Event PlanningThe T&T’s Drinks Festival was billed as a breakthrough

event celebrating beer, spirits and wine. The brain-child

of the spanking-new Pepper Events team, Trinidad &

Tobago’s first Drinks Festival took place in November

2012. The festival’s 2012 incarnation was entitled Souk,

the Arabic word for an open-air marketplace.

Differentiation

Quite early, the Pepper Events team identified several

differentiators for the festival to appeal to an audience

who had seen it all before. These differentiators included

the use of experiential drinks, an eclectic and exotic

cuisine, the use of underground non-mainstream

performers, the employment of a distinct currency and,

finally, education through entertainment.

Execution

Upon entry, guests received branded tokens with which

they sampled drink and food in lieu of cash. Drink Brands

were showcased in individual booths where they were

encouraged to interpret their brand personality in a

novel manner. Eats included Arabian bites, sushi and

alcohol-infused treats. Esteemed local artist Darren

Chee Wah completed a 50-foot mural live while guests

enjoyed a variety of local performances. Guests also

had the opportunity to attend a Drinks Academy which

entertained as it educated.

Marketing Strategy

T&T Drinks Festival also differentiated itself through its

marketing which mainly consisted of online marketing

and activation. There was a heavy online investment with

a Facebook page which kept fans engaged with vivid,

engaging content.

Google Image Ad

Facebook Timeline Graphic

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In the weeks leading up to Souk, the events team raised

awareness of the event by visiting locations patronised by

the target audience. The team distributed puncheon snow

cones to the avenue, unveiled Souk’s official cocktail with

the help of flairtenders and partnered with Julius Caesar

Entertainment Company to visit locations in the south of

Trinidad. Each promotional event was photographed and

filmed for promotional use online.

Results: Positive Reviews and Media Exposure in all major

daily newspapers and online food blogs, satisfied patrons

and brand exposure for Premium Drink Brands.

Performance Art

Brand Activation

Brand Activation

Mehindi

Decor

Dennis Ramdeendennis.ramdeen@peppertt.com622-2762, 329-2777

9 Warner St., NewtownPort of Spainwww.peppertt.com

© Copyright 2013. Pepper Advertising Limited. All Rights Reserved. All persons in possession or who read this document acknowledge Pepper Advertising Limited’s ownership of the copyright and Intellectual Property.

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