A new campaign from BJ’s Restaurant aims to harness the power of mobile to let customers do a good deed for a veteran with its new Buy a Hero a Beer initiative.

The campaign lets consumers donate money through the BJ’s app, the brand’s Web site or directly on their bill. The brand is making use of this campaign both to give back to those who deserve it and to raise awareness of the restaurant and drive more customers inside.

“The Buy a Hero a Beer initiative aims to raise awareness and, most importantly, enable our guests to thank our community heroes for the difficult job they do every day,” said Kevin Mayer, EVP, Chief Marketing Officer of BJ’s Restaurants, Inc. “Your contribution will make sure that a hero in your community has a cold beer waiting for them at their local BJ’s. It’s a small, but powerful, gesture that shows how much the everyday heroes in our communities are needed and appreciated.”

Veteran’s Day
With Veteran’s Day so close behind us, BJ’s is making an effort to give back to veterans with a campaign that calls on regular customers to donate a small bit of money to help buy a free beer (or soda) for a US armed forces veteran or other emergency service providers.

The money can be donated in a number of ways; mainly through the brand’s mobile app. Users of the BJ’s mobile app can donate six dollars to the fund which will then be allocated to veterans who sign up through a special Web site.

Currently, the campaign is focusing mainly on first responders, EMTs and firefighters, and moving onto other veterans in the coming weeks.

One a veteran has signed up through the BJ’s site, they will receive a promo code to use within the next 48 hours for a beer or soda of their choice.

E-gift cards
BJ’s customers can also choose to honor a specific veteran in their life, rather than an anonymous one, by sending a personalized e-gift card thanking them for their service. This can also be accomplished through the app.

With a feel-good campaign fulfilled through its app, BJ’s is letting customers get accustomed to using mobile to interact with the brand in a way that lets them give back to someone they care about or feel grateful toward.

I’m confident that we can create a culture of gratitude and generosity with something as simple as a cold beer,” said Trojan. “The stories of everyday heroes inspire me to make every moment count, and I hope they will inspire our guests as well.

“This is a personal priority not just as the President and CEO of BJ’s, not just as a husband and a father, but as an American who believes that our country’s greatness depends on how we honor each other.”