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MOOYAH helping fans find 'Burger of Their Dreams'

February 12, 2014

MOOYAH Burgers, Fries & Shakes is helping its digital fan base find their one true burger love — also known as their #SoulMeat — through social media channels, according to a company press release. MOOYAH's Valentine's Day social initiative will complement the brand's larger marketing campaign focusing on burger customization, said Senior Brand Manager Natalie Anderson.

"As a fast-growing brand in a highly crowded space, differentiation from our competition is crucial," she said. "With our new 'Find your #SoulMeat' campaign, we are focusing on our core product — fully customizable burgers — in a fun, irreverent way we think our fans will really like."

Throughout the month of February, MOOYAH will utilize its growing Facebook and Twitter fan bases as the primary drivers for the #SoulMeat campaign. By visiting mooyah.com/soulmeat, users are able to access a coupon for free cheese, bacon and avocado in their quest to find their perfect burger at MOOYAH. All other toppings and sauces at MOOYAH are free. By removing all barriers that might prevent a guest from building his or her perfect burger, MOOYAH is allowing each fan to find their one true burger match made in heaven — their #SoulMeat, Anderson said.

The microsite also encourages fans to profess their love for their burger beau and share their #SoulMeat via social media channels. Fans that declare their love for MOOYAH on Twitter, Facebook and Instagram using the hashtag #SoulMeat will be entered for a chance to win a $10 MOOYAH gift card in daily drawings. Furthermore, the fan who professes their love of their #SoulMeat in a post that gets the most likes, shares and comments on MOOYAH's Facebook page will win a prize of free MOOYAH for a year.

"We think encouraging our Guests to get creative and profess their love for their new-found #SoulMeat is a great way to celebrate Valentine's Day and the month of love with MOOYAH," Anderson said. "Beyond having a fun, interactive social experience, we want to educate our Guests on the variety of different burger combinations we have and encourage them to find their perfect burger that they will want to order again and again. We're confident that we can help anyone find the burger they were made for."

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