Seeding a multiscreen strategy: Expert advice on marketing to consumers across screens
Chuck Kapelke
The college football players competing in the 2013 Outback Bowl didn't know it, but in the eyes of many viewers, they had been temporarily re-assigned to new teams; one side was playing for Team Bloomin' Onion, the other for Team Coconut Shrimp. That's because a promotional campaign by Bloomin' Brands, owner of Outback Steakhouse, harnessed the power of television, social media, and other channels to engage viewers in a side bet: If the SEC's South Carolina Gamecocks won the game, Outback would give away Bloomin' Onions...