ViTrue in User-Generated Advertising Deal with Moe's Southwest Grill
on Interactive TV Newsletter, June 26, 2006
ViTrue, the user-generated advertising company that was recently formed by ex-Tandberg Television president, Reggie Bradford, with financial backing from General Catalyst Partners, has secured a deal with casual dining restaurant franchise, Moe's Southwest Grill.
The deal will see ViTrue creating an online community on its video-sharing site, Sharkle.com (note: ViTrue claims that the site, which it acquired recently, has over 100,000 registered users, and over a million unique visitors and over 15 million page views per month), where Moe's customers will be able to create and upload their own video ads for the restaurant chain, and where other visitors to the site will be able to comment on and vote for those ads. Moe's, which is the flagship brand of Atlanta-based multi-concept portfolio company, Raving Brands, and which has around 300 restaurants in operation and another 700 in development, claims to be a strong proponent of grassroots and viral marketing: "Moe's loyal customers love our brand and our marketing, and the ViTrue/Sharkle platform is viral marketing on steroids," Raving Brands president, Stephen LaMastra, said in a prepared statement. "This relationship will allow our consumers to express their sense of our brand and its offerings in a way that is genuine and contagious. We like this approach to advertising because it allows our consumers to interact and drive content about our brand. Just as Raving Brands has been an industry leader in pioneering an innovative franchise model, we will be a leader in leveraging this technology, and this partnership, across our brand portfolio."
Moe's is using ViTrue as part of its ongoing "Burrito in Every Hand" advertising campaign, which also has in-store, radio, traditional TV and print components. Consumers who create Moe's ads on Sharkle.com will be asked to showcase "how they are doing their part to put a Moe's burrito in the hand of every woman, child and man across the nation." Viewer-submitted ads will be voted on by visitors to Sharkle.com and to Moe's own Web site, as well as by a panel of Moe's representatives. The grand prize winner will receive one Moe's burrito every week for the rest of his or her life (up to 55 years), and runners-up will receive various prizes, including one free Moe's burrito per week for a year. The ViTrue/Moe's campaign begins June 26th, and will be promoted via radio, direct mail, email and in-store advertising. (Note: for an in-depth interview with Reggie Bradford about ViTrue, see [itvt] Issue 6.72 Part 1.)
ViTrue, the user-generated advertising company that was recently formed by ex-Tandberg Television president, Reggie Bradford, with financial backing from General Catalyst Partners, has secured a deal with casual dining restaurant franchise, Moe's Southwest Grill.
The deal will see ViTrue creating an online community on its video-sharing site, Sharkle.com (note: ViTrue claims that the site, which it acquired recently, has over 100,000 registered users, and over a million unique visitors and over 15 million page views per month), where Moe's customers will be able to create and upload their own video ads for the restaurant chain, and where other visitors to the site will be able to comment on and vote for those ads. Moe's, which is the flagship brand of Atlanta-based multi-concept portfolio company, Raving Brands, and which has around 300 restaurants in operation and another 700 in development, claims to be a strong proponent of grassroots and viral marketing: "Moe's loyal customers love our brand and our marketing, and the ViTrue/Sharkle platform is viral marketing on steroids," Raving Brands president, Stephen LaMastra, said in a prepared statement. "This relationship will allow our consumers to express their sense of our brand and its offerings in a way that is genuine and contagious. We like this approach to advertising because it allows our consumers to interact and drive content about our brand. Just as Raving Brands has been an industry leader in pioneering an innovative franchise model, we will be a leader in leveraging this technology, and this partnership, across our brand portfolio."Moe's is using ViTrue as part of its ongoing "Burrito in Every Hand" advertising campaign, which also has in-store, radio, traditional TV and print components. Consumers who create Moe's ads on Sharkle.com will be asked to showcase "how they are doing their part to put a Moe's burrito in the hand of every woman, child and man across the nation." Viewer-submitted ads will be voted on by visitors to Sharkle.com and to Moe's own Web site, as well as by a panel of Moe's representatives. The grand prize winner will receive one Moe's burrito every week for the rest of his or her life (up to 55 years), and runners-up will receive various prizes, including one free Moe's burrito per week for a year. The ViTrue/Moe's campaign begins June 26th, and will be promoted via radio, direct mail, email and in-store advertising. (Note: for an in-depth interview with Reggie Bradford about ViTrue, see [itvt] Issue 6.72 Part 1.)
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