Whataburger @ SXSW 2016

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Legendary Texas burger chain Whataburger’s goal for SXSW 2016 was thus: have nightlife patrons consider Whataburger as a late night food option. I’d say, Mission accomplished! There’s a Whataburger just south of downtown, off of Barton Springs Rd & S 1st St, that is a happening place at night.

I want to add that I am a Houston Astros fan, right? Okay, so, Whataburger was founded in Corpus Christi, Texas, where there is a AA minor league baseball team, the Corpus Christi Hooks, that is affiliated with the Houston Astros. The name of the ballpark where they play? Whataburger Field.

Whataburger selected the following options for their campaign:

Full wraps for 3 pedicabs, from our Ad printing menu. Something that they did that I am a strong proponent of was adding their hashtag #FryRide onto the wrap itself.

Driver branding and Driver-for-hire, from our Driver engagement menu. The pedicab drivers were provided Whataburger-branded t-shirts, and they provided free rides for 3 hours per night (from 11 PM to 2 AM), for 4 nights, for a total of 36 hours. Additionally, the drivers handed out free Whataburger-branded swag, like flash drive wrist bands.

3D fixtures for 3 pedicabs, from our (ironically named, in this case) Outside the box menu. Our pedicabs were dressed up to look like French fry boxes! They got a lot of media attention:

San Antonio’s daily newspaper, the Express-News wrote, “San Antonio to invade Austin for SXSW with Whataburger in tow.”

The fast food industry’s magazine, QSR Quarterly, wrote, “Whataburger Brings Late-Night Party to SXSW.”

Austin’s daily newspaper, the American-Statesman, through their entertainment site Austin360, wrote, “Whataburger puts French fry pedicabs in Austin for SXSW.”

And that’s the news that’s fit to print.

Their campaign is part of our Food & restaurants portfolio.