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Every brand wants to be in its consumers’ pockets, but without providing utility at their consumers’ fingertips, they’ll just be gathering lint. That’s why when Frank’s® RedHot® turned to Genuine to come up with an iPhone app for their beloved hot sauce, we created a tool their consumers couldn’t put down.
Frank’s® RedHot® wanted to drive product sales during its key seasons and saw an opportunity to provide utility to its fans. Frank’s® also needed to build its consumer database to enhance its reach to more specific niches within its market while providing a fun, interactive way to interact with the brand via mobile devices.
Genuine decided to build an iPhone app that would allow users to tag wing restaurants and bars that use Frank’s® RedHot®.Fans could invite friends from the app for wings, browse reviews about the locations, and use various filters to search. We also focused on providing sharable hot sauce recipes (18 wing recipes and 32 classic recipes) for key tailgating and sports seasons through the app.
The Frank’s® RedHot® website is a killer combination of video, mobile, and social media sharing.
King of hot sauces Frank’s® RedHot® was due for a complete re-envisioning of its web presence, and the company’s reputation as a beloved national supplier preceded it. Genuine’s task was to transform the brand’s aging web property into a shiny new hub for its social media efforts, mobile content, and engagement with its loyal fans. We created a new site from the ground up on top of the Zend framework, with integrations from Twitter, Facebook, and a custom database containing a wealth of RedHot® recipes.
Genuine’s lively new look captured the feeling of the brand’s “I put that sh*t on everything campaign” in front-and-center Flash video, which featured as its mascot the spunky (albeit fictional) septuagenarian “Ethel Herbert.” At the center of the redesign, we created an extensive database of Frank’s® RedHot® recipes from the brand’s celebrated product line that visitors can share with friends and family.
To open a more focused conversation with RedHot® fans, we engineered Twitter contests onsite and delivered an editorial calendar of Facebook conversations to drive leads. We also created a tailgaiting section devoted to usage tips for seasonal sports, and then tied that focus into our mobile efforts through a powerful Wing Finder App that enables visitors to locate wing restaurants across the country.