Social Media Case Study: Philips Foodathon 2012

Brand:

Philips

Agency

20:20 MSL

Objectives:

• Recognizing the importance of online food influencers
• To recognize the growing passion for food amongst Indians

Execution:

PRE-EVENT SOCIAL MEDIA BUZZ – leveraging social media for creating pre-event excitement

The pre-event buzz created on Facebook on Twitter was amazing due to the constant engagement, attributed to the quality of conversations and the consumer contests organized. The pre-event buzz raised the Facebook like’s to 1757 and Twitter followers to 120 in less than 2 months. The buzz attracted interest from the media as well, who wrote in to the FOODATHON inbox inquiring about more details.

2 main pre-event contests were organized:

1. The CRAZEAL Foodie Ghajini contest (sponsored by CRAZEAL)
2. The October Cake Love contest (sponsored by Ipshita’s Cakes Mamma Bakes)

THE EVENT – a marathon of food activities & sessions, with an amazing number of online food influencers in a room; the event trended on Twitter, in Delhi, for 40 hours

• 53 attendees, including Delhi NCR’s top online food and lifestyle bloggers
• Sid Khullar, Editor, Chef At Large, spoke on the emergence of food blogging
• Philips spoke about their company and products; specific importance was provided to their hero product – The Philips Air Fryer
• Food Tasting – a session of food tasting, all cooked from the Philips Air Fryer, was undertaken
• Food Photography – Mr. Hemant Sud, Principal Photographer and Director at Abraxas Photography, spoke about food photography
• Food Plating – Chef Darren Conole, Executive Chef, Shangri La, held an interactive session on food plating, that also included an on the spot food plating contest

 Results:

• The volume of the tweets was soaring high even at the start of the event!
• The hash-tag #PhilipsFOODATHON was trending on spot 2 in Delhi within 30 minutes of the event commencement
• The hash-tag #PhilipsFOODATHON was trending on Twitter for more than 40 hours
• As of 31st October, 2012 the hash-tag #PhilipsFOODATHON has been used in 547 Tweets of which 496 tweets received during the period of the event (as per Tweet Archivist)
• The pictures of the Diwali special donuts by Dunkin Donuts were shared in huge numbers
• 74.77% of the total Tweets were fresh Tweets and only 25.23% were re-Tweets (as per Tweet Archivist)