To launch a redesign that would separate them from a category of look-a-likes, we convinced Ruby Tuesday to announce that they would blow up their last old style restaurant LIVE on the internet. Sort of.
The hard part wasn’t so much coordinating the team of designers, programmers, and producers to create various broadcast, digital, and print assets; it was constantly assuring the client that this stunt wouldn’t, pardon the pun, blow up in their faces. In the end, Ruby Tuesday became the most talked-about casual dining restaurant in the industry.
Sales went up, their stock increased over 25%, and they garnered over 365 million PR impressions. In a single week.