When we were asked to partner with Paramount Pictures to help promote the new “Mean Girls” movie … the obvious answer was … duh. Covalent Logic transformed Sawyer & Co., a southern diner on Austin’s east side, into a pink paradise filled with movie memorabilia, a signature menu and of course, loads of carbs. (Butter is a carb, by the way.) Our creative team designed a full suite of collateral items and swag to get party-goers excited for the premiere of the remake.
Project Goals
The goal of this event was to generate awareness and interest in Paramount’s upcoming musical remake of “Mean Girls” and drive business to Sawyer & Co. We used a cross-promotional method to achieve this.
Strategy
We achieved our project goals with heavy campaign promotion through a variety of channels, including social media, Sawyer & Co. email marketing lists, printed flyers, which were distributed at the restaurant and popular Austin locations, table tents at the restaurant, a special menu and promotion of exclusive merchandise giveaways. All marketing focused on women who grew up with the original film, preteen and teenage girls under the age of 18. Covalent Logic leaned into the “Mean Girls” lingo, encouraged customers to wear pink and promoted Sawyer’s menu items with a themed twist.
Audience
Austin residents and fans of the original film were the target audience .
