Applebee's Lemonade Toast
Applebee’s $1 Million Fundraising campaign for Alex’s Lemonade Stand. Elements included: event planning, media support, PSAs, in-store promotions, and PR hits on TV and in newspapers.
Select Applebee’s franchisees throughout the Philadelphia region were seeking increased awareness for their support of the Alex’s Lemonade Stand Foundation, a charity aimed at raising awareness and funding for pediatric cancer research. While their efforts at store-level were solid, they were looking for a way to generate talk and buzz across their various communities.
What We Did
DDCworks conceived and executed a unique event—The World’s Largest Lemonade Toast (sort of!)—to generate extra attention from restaurant patrons, the media, Alex’s supporters, and concerned citizens. As word spread about the concept, additional Applebee’s stores nationwide joined in, eventually totaling more than 200 participating units. To carry the impact of the program outside the restaurants themselves, DDCworks developed a communications plan that included both traditional PR tactics and a significant social media component.
Through our efforts, Applebee’s message reached over 3.6 million Facebook users, with strong engagement that included approximately 6,600 likes, and hundreds of comments and shares on other sites. On Twitter, the Applebee’s Lemonade Toast reached over 247,000 unique users, and generated 1.8 million impressions. In addition, people like NYC Chef @guarnaschelli joined the dialogue using our hashtag #AlexsLemonadeToast. Traditional media relations efforts paid off as well, with more than 74 million unique impressions generated across nearly 300 media outlets nationwide.