This highly-coordinated, “flash” campaign leveraged a multi-screen, multichannel marketing strategy where traditional advertising (eg: TV advertisement), social media (eg: Facebook and Twitter) and mobile messaging activated consumers to visit a website powered by a custom application for a chance to reserve one of the one million free Outback steak dinners. Given the “flash” nature of the campaign, the ability to quickly and elastically scale computational and database resources was critical.
Outback utilized multiple AWS services to meet the needs of this campaign including:
The custom application was primarily written in PHP, a highly popular server side scripting language that is optimized for rapid web application development. Outback and Engauge leveraged the EC2 API for auto-scaling and the RDS Multi-AZ feature to ensure high availability for its databases.
Outback chose AWS and Amazon RDS to manage this time critical and large scale project for five main reasons:
The application was powered by 500+ EC2 instances and 2 quadruple extra large RDS instances, running in the Multi-AZ mode. During the promotion, the application flawlessly handled a considerable peak of 250,000 requests per minute.
“Outback was thrilled with the performance of how this was set up” said Michael Kappitt, CMO for Outback Steakhouse. “The collaboration between Engauge, AWS, and our other agency partners to pull this off was tremendous and was key to the launch of our 1 million steak giveway. The systems and processes that AWS and Engauge provided allowed us to create and launch this campaign in a matter of weeks.”
“The AWS platform is very much a Batman’s utility belt, given the breadth of services available on AWS,” said VP of Technology for Engauge, Tomer Tishgarten. “As an AWS Systems Integration Partner, we understood that the key to “flash” campaigns was ensuring that the databases could scale to handle the traffic bursts and they did. The consultation with the Amazon RDS team was invaluable as we leveraged their experience to fine-tune our systems and run a successful campaign on behalf of Outback Steakhouse.”
To learn more, visit http://www.outback.com .
To learn more, visit http://www.engauge.com .
Added February 9, 2012