"Food for Thought"
We found that posts that include facts get shared around more (go figure). So we created a content stream focused on the most interesting tidbits around our menu items and ingredients.
"SAT (Sandwich Aptitude Test)"
We’ve got a brief for you. We need to you teach all of our loyalty card members about our new sandwiches. What’s on them, how they’re made, the works. We don’t really have a budget per se, but there’s a $30,000 prize. That should work, right?
So we took a dumb acronym pun and turned it into a fun writing exercise. People stayed on the website for over 4 minutes on average, over half a million of them. Plus we managed to put the money in a college fund for somebody’s kid.
"Panera Tweet Theatre"
Believe it or not people tweet about Panera Bread -- a lot. Many of these tweets are funny, some are interesting, and not a few are really weird. We took these social mentions and made them the story, with dramatic reenactments of the context behind a series of moments shared by our fans.
Panera makes a lot of social content, okay? You wanna talk about Daylight Savings time? Make a sandwich out of it. You wanna say happy birthday to somebody? Make some balloons out of an avocado I guess.