Do It In Public

Blake’s Lotaburger is an iconic New Mexico fast-casual food chain. In early 2023, their team brought on Esparza to help drive downloads of the Blake’s Lotaburger mobile app. Officially launched in June 2022, the app had very little adoption as of the end of the year. With speed and convenience top of mind for fast-casual diners, the app was an important element of the Blake’s growth strategy. They needed an advertising team that could get the word out.

Blake's lotaburger

App Download Campaign

The Need

Blake’s Lotaburger is an iconic New Mexico fast-casual food chain. In early 2023, their team brought on Esparza to help drive downloads of the Blake’s Lotaburger mobile app. Officially launched in June 2022, the app had very little adoption as of the end of the year. With speed and convenience top of mind for fast-casual diners, the app was an important element of the Blake’s growth strategy. They needed an advertising team that could get the word out.

The Solution

“Do It,” the cross-channel campaign Esparza developed, used humor to grab attention and encourage app downloads in a light-hearted way. From television to digital to outdoor, each campaign element was tailored to drive the audience to download and ultimately order from the app.

The Esparza media team worked closely with the app creator to see not just traffic to the download page but also actual downloads and orders placed through the app.

The Results

For the 101-day flight of the “Do It” app campaign, the Blake’s website saw a 39% increase in website users and a 41% increase in new users compared to the 101 days prior to the campaign launch.

Website traffic from Albuquerque was up 29%, Tucson was up 140% and El Paso was up 280%. Direct traffic coming to the site was up 24% overall.

Most importantly, the app campaign generated 18,591 downloads. This represented 48% of all downloads since the app’s launch in June 2022 and was achieved in just 100 days.

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