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We’ll be making a lot of valuable social content from today until the official launch of the reduced menu (and beyond). From the grieving process to the official sendoff videos, leadership vignettes to recipes, this is where we show the world that Chili’s is back, baby.

Fact & Fiction

SENDOFF CONTENT PLAN

GOODBYE TEASER ANNOUNCEMENT MENU REDUCTION POSTS WHY VIDEOS COUNTDOWN POSTS SEND OFF VIDEOS RECIPE DOWNLOADS RECIPE VIDEOS

x 9

x 3

x 6

x 4

soundbites

full length

x 2 x 5

x 5

x 5

hub of all videos

15

15

x 26unique

unique

unique

x 5

(9 image grid)

version of Twitter

x 1 x 1 primary channel static

version

version

version

version

version version

hub

total videos

total videos

NEWSROOM.C O L L A B O R A T I V E LY C U R A T E D C R E A T I V E I N R E A L-T I M E .

• Bi-weekly Skype, call or in-person work session

• Editorial in structure and framework

• The team uses content pillars and audience insight as guide rails

• Come prepared with interesting topics, verticals and thought-starters

• Smart team confident enough to share, react and riff in real-time

• Conversations, not presentations, get work out fast

• GOAL: Create and launch content within 24 to 48 hours

Analysis, F18

841%