Five Guys Social Media Campaign Summary

 "Dress it the way you want it."  This is our slogan that we will use in our social media campaign for Five Guys.  Five Guys offers fifteen free toppings choices that customers can put on their burgers.  There are over 
250,000 toppings combinations!  We feel that this is a huge advantage that Five Guys has and is a great basis for a social media campaign targeted towards college students.  Our plan is to divide male and females into 
different personalities.  For example, a male personality is fratty.  We would then make a burger using combinations that a person with a fratty personality may put on their burger and dress the burger up with some 
real-life accessories.  Each burger will have a specific name and different combinations than the other burgers created.  The social media sites we plan on using are Facebook, Instagram, and Twitter.

	In order to take advantage of the amount of potential customers on Facebook, Five Guys will hold an interactive contest to choose the next burger that will appear on their menu.  There will be an open 
submission portion where any Five Guys fan can submit their signature burger idea to us and we will choose the top five for the community to vote on.  After a period of open voting on the Five Guys Facebook fan page, 
the signature burger idea that received the most votes will be revealed and added to the menu shortly after.  As a prize for the fan that came up with the idea, they will have the chance to name that burger as it will 
appear in every Five Guys restaurant.  Our goal with this Facebook contest is to keep the Five Guys brand in the front of consumers' minds as much as possible.  We hope that the Facebook campaign will attract new 
prospective customers as well as those that are already loyal Five Guys supporters.  

	We will also be developing and executing a marketing campaign via Instagram. The campaign will be a contest to stimulate customer involvement in sharing the Five Guys brand and gaining earned media. The contest 
will have people post the most interesting and creative pictures of Five Guys burger(s). They do not necessarily need to be in the photo as well, but they can be. They will need to post a hashtag in the caption: either 
#fiveguys or #dressitthewayyouwant. The goal for the participants is to have their picture receive as many likes and shares as possible. A "like" would be worth one point, and a "share" will be worth five points. The 
person that gains the most points over the allotted period of time will win a free trip for two to Germany, the birthplace of the hamburger. The nine runner ups will receive a $50 gift card to Five Guys.	

	Along with Instagram, we will be using Twitter as another means of social media. Through twitter we can promote our new products and inform our followers of any new burgers that have been added through the 
menu. Also, we can use twitter to let our followers know of any deals or promotions we have going on. Hash tagging will be vital while using Twitter. To keep it simple, we would use the same hash tags that we'd use for 
Instagram: #fiveguys or #dressitthewayyouwant. This way when we check our Twitter, we can simply type the hash tag in and see what kinds of burger combinations our followers would like to see added. Since Twitter 
serves as a "status update" type social media, we think this is a good way to use it.