Working with a small budget, Jen Gulvik, Houlihan's vice
president of marketing and creative director, developed a site-based social media strategy, starting with a questionnaire to find out who the Houlihan's brand ambassadors were, what they liked about
the brand and what kinds of campaigns they'd respond to.
Houlihan's then created a special section of the Web site just for them, offering them insider news, special offers and
one-on-one dialogue (via forums and message boards) with Gulvik and other marketing team members.
Through the interactions, Gulvik's team discovered that little things--like changes to the menu--had a profound effect on the "HouliFans" brand perception and experience. Many brand ambassadors had a "fajita freakout," for example, when the company removed fajitas from the menu. Houlihan's made the decision to put the fajitas back in and saw an immediate response in the "HouliFans" community--with an ensuing effect on the way those ambassadors talked up the brand with their family and friends.