The outreach led to coverage in USA Today, BBC, Thrillist National, 5280 Magazine, and virtually every other publication in the Denver market — with each story reinforcing Larkburger’s brand promise and messaging.
The strategy around the Kansas City launch brought in media hits, too; Sprocket earned hits in the Kansas City Star, Denver Business Journal, Kansas City Business Journal, Kansas City Sun Times, Denver Eater, and more, totalling 17 media hits in the KC and Denver markets and in trade publications in its first round of pitching. And those hits had a direct correlation on visits to the Larkburger website. During the first half of March, before Sprocket launched the campaign announcing Kansas City, daily visits to the Larkburger website averaged 678 per day. In the two weeks following the announcement, which launched March 15, the daily visits to the website averaged 708. And on April 8, the day the Kansas City Business Journal story ran a story about the expansion, Larkburger had 788 sessions on its website — a 16 percent increase in traffic over pre-announcement web traffic.
Sprocket’s management of the Larkburger social channels made for impressive results. Facebook content that Sprocket curated and created totaled more than 1.1 million impressions, bringing the brand’s page to more than 17,500 fans. Sprocket also established an Instagram following of 1,700 fans, and amassed more than 3,800 Twitter followers. Knowing that Facebook in particular is a pay-to-play channel, Sprocket complemented its content strategy with monthly advertising spends on Facebook, which boosted impressions and grew audience numbers. In early 2016, Sprocket handed over the reins to an in-house Larkburger social media manager, having established a solid following online.