Quarantini? Meet the #MargBomb

May 2020: the pandemic was in full swing and Chili’s had pivoted to Alcohol To-Go. At the same time, folks were getting creative with their socially distant activities — like dropping off care packages for friends, family, and neighbors. We jumped on this behavior with #MargBomb, showing people a fun way to get drinks in the hands of deserving loved ones. 

Launched for Memorial Day — one of Chili’s busiest weekends — #MargBomb helped maintain sales year-over-year when (of course) a mega-dip in sales was predicted.

First, we seeded #MargBomb behavior and Venmoed folks who wanted to ding-dong ditch someone in the most delicious way. 

As the margs kept flowing, we shared user-generated content on Instagram Stories to continue spreading the #MargBomb message.

We used the success of #MargBomb to experiment with TikTok for the first time, riffing on trending music tracks and formats within the platform.