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Bennigan’s adds St. Pat’s websites for bigger touch of the green

PLANO Texas Bennigan’s Grill & Tavern, the 310-unit division of Metromedia Restaurant Group here, has launched two online marketing initiatives in the ramp-up to St. Patrick’s Day, one of the chain’s busiest days.

Bennigan’s Grill & Tavern has launched a microsite,, which features holiday countdown widgets and dancing leprechauns. The chain also created a MySpace page, Widgets are small applications that appear on the user’s computer screen, like the downloadable features that display weather forecasts or sports scores.

Flynn Dekker, MRG’s senior vice president of marketing, said, “The microsite and MySpace pages allow us to reach new customers and loyal patrons so that everyone can experience the fun side of the brand.”

The sites, developed by Bennigan's agency, Propaganda Inc. of St. Louis, introduce leprechaun Fergus Dargle and offer ways to engage viewers with tools, resources, videos, viral e-mails, mobile texts and such interactive features as the Lepregram.

“The Lepregram allows our customers to download their photos onto the body of a leprechaun,” Dekker said. “Each Lepregram can be customized with its own backdrop, music and message. Lepregram senders then receive e-mail incentives that we anticipate will drive guests into the restaurant.”

Since 2006, Bennigan’s opt-in database has grown to include more than 650,000 subscribers who receive regular e-mails and online coupons. Dekker said the two new websites are an extension of those online efforts.

“Bennigan's recognizes the value of social networking and tapping into the online community, particularly the online viral world," Dekker said. “There is a rapidly growing world of consumers who prefer to receive their marketing messages through e-mail and the Internet. And increasingly, these messages need to entertain and engage the person.”

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