CHATTANOOGA Tenn. Krystal will kick off an integrated online scavenger hunt Monday to promote its new Krystal Blitz energy drink. The 384-unit quick-service chain will require fans to follow its various social-media profiles on Facebook, Twitter, Flickr and YouTube in order to win free 20-ounce servings of Krystal Blitz.
The promotion runs through Aug. 17, and will advertise the addresses for specific websites that will remain live for only short periods of time. Players will be able to share the addresses via Facebook and Twitter pages, but will have to search for new clues as Krystal’s temporary coupon pages disappear.
“We’re excited to once again engage our very active online audience with a fun Krystal Blitz campaign that allows guests to enjoy our new, great-tasting and uplifting energy drink for free,” said Brad Wahl, Krystal’s vice president of marketing. “This is just one of the many ways we’re showing appreciation to all of our loyal Krystal Lovers online.”
Fans of Chattanooga-based Krystal, whose locations are primarily in the Southeast, have long supported the brand’s presence on the Internet and, more recently, in social media. More than 600 viewers tuned into the “Krystal Giveaway Show,” a live broadcast streamed over the Web, in May. Also, Krystal’s prolific activity on Facebook and Twitter places its social-networking metrics on par with restaurant chains several times its size like Starbucks and McDonald’s, according to marketing firm Vitrue, which measures the social-media index of several industries, including foodservice.
Last week, when the company announced two new rule changes for its Krystal Square Off World Hamburger Eating Championship, it did so on YouTube.
The star of Krystal’s scavenger hunt, Krystal Blitz, is served in 20-ounce portions “on the rocks” or “frozen” for $1.99 or $2.49, respectively. The drink comes in a lemon-berry flavor and includes natural enhancements like taurine, guarana, green-tea extract and caffeine.
Contact Mark Brandau at [email protected]