Designing a campaign around March Madness, with our client being a food truck festival, was a task that seemed to be easier said than done. When the dust cleared, however, one thing stood out to our team, which was the conception of the bracket.
The bracket is an integral part of the March Madness craze. Each March, hundreds of thousands of people construct brackets of their favorite basketball teams competing in the NCAA bracket-style tournament. How can we bridge the bracket-style of a basketball tournament to that of a food truck festival? Easy- we let our consumers construct their own bracket through their social media engagements!
We constructed a bracket consisting of 16 iconic food trucks (although currently replaced by filler names) of the Great Westerville Food Truck Festival, and would have a face-off every other day during the month of March to determine which food truck was the most loved by our fans.
The voting process is simple. Each day, a face-off between two fan-favorite food trucks would be posted on our Instagram. Each image posted would feature two distinct food trucks, with instructions to vote for one by “liking” the image, and to vote for the other by “commenting” on the image. This voting process is one of the reasons why Instagram was chosen, as was the fact that Instagram is a social media channel that is constantly in the face of our consumers. This promotes consumer engagement through low-effort interactions.
Cast your likes and comments today!
March Madness Virtual Fashion Show
Credit Justin Gamble
During March Madness, Rag-O-Rama wantedto change up the game in the sports world by incorporating fashion into the competition filled month. During the month of March, we are going to be hosting a virtual fashion show via Twitter. We are going to promote this campaign through our Instagram and Facebook accounts as well as in the store, but keeping the competition and voting on Twitter. To keep Rag-O-Rama’s vintage and consignment shop feel, we are going to have each week be a different era of style. Consumers will be able to tweet their outfits that they styled at Rag-O-Rama to the twitter hashtag #MarchRagness. Rag-O-Rama will then tweet out the top two favorite outfits on their Twitter account that includes a poll so that people can vote on their favorite outfit. The person with the most votes will then move onto the next round, this is essentially set up like a bracket to incorporate the March Madness theme. As the weeks go on, there will be one winner at the end of the month. The winner gets to take home the outfits that they have styled themselves. This campaign is a fun way to get a different perspective of March Madness incorporated into the fashion world. People will be inclined to participate because of the free outfits, but also people are going to want to vote for their friends. We will be able to get a lot of foot traffic in the store the whole month of March, as well as lots of activity on our social media sites.
Beginning on March 23rd and ending on April 4th, Mukha Spa will be taking March Madness off the courts, and bringing the competition into the Spa; #MukhaMadness. On day one, we will be announcing eight different shades of lipstick for a new limited spring edition. Like a bracket, our followers will vote via Facebook poll every four days on their favorite shade. On March 27th, the top six shades will move to the next round. After another poll we will narrow it down to the top four shades on March 31st, and on April 4th, the winning shade will be announced.
The image represents our #MukhaMadness campaign launch.
We chose Facebook because it has the greatest amount of Mukha followers in comparison to our other social media platforms, and it also creates consumer engagement. The more likes and shares our posts receive, the the longer lifespan of the post. The most recent Facebook poll will also be linked to other Mukha social profiles, thus encouraging our followers to participate.
Our campaign will be successful because Facebook allows users to create polls with multiple responses and images. The winning shade will be based on the responses of our followers, and they will know they had a say in our spring lineup. If they have a favorite shade, they will hopefully feel inclined to vote and/or share the poll.
By Morgan Lundquist, Cody Ferguson and Nick Stirsman
Back at it again with the Cincinnati Beer Run, we are challenging our 22,234 followers on Facebook to film their best basketball trick shot and post a video of it on Facebook. By using the hashtag #TrickShotMadness and tagging our page, Cincinnati Beer Run, in the video; the top 20 videos selected will be entered into a bracket challenge on March 28th. This is where users can then vote for each winning video, similar to a March Madness Bracket. Each day of the games we will keep narrowing down the bracket until April 4th, which is when, the championship between the two videos will take place, and yes, it is the same day as the National Championship game.
This encourages consumer engagement because it does not require users to ever “give up” anything like an email address or a phone number. It creates excitement among the customers to do something funny and get involved with March Madness and get excited for the race as well. It will be successful because it creates brand exposure and good exposure for the event for future growth. It also creates brand loyalty and helps build a community by the Cincinnati Beer Run page interacting with customers in a unique and unconventional way.
Our team’s St. Patrick’s Day campaign for Level One Bar + Arcade involves the use of UGC on Twitter in exchange for free/discounted drinks. Those who follow the Level One Twitter account are encouraged to dress up as their favorite prominently green-costumed video game characters and send pictures to the hashtag #LevelOneGreen. Level One will then like and/or retweet these posts to promote the upcoming St. Patrick’s Day celebration at the bar. These retweets will also be used to encourage patrons to dress up as green video game characters for St. Patrick’s Day at the bar. Those who help with the UGC campaign and post pictures to the hashtag will receive one free drink on St. Patrick’s Day, those who show up in costumes the day of will receive discounted drinks.
We chose this idea as it appeals to the bar’s younger and geekier demographic. Many of the more enthusiastic members of the gaming community enjoy dressing up in cosplay (costume) as their favorite video game characters, meaning they may already be prepared for the event. Furthermore, we believe it will be successful, as themed and costume parties are appealing to our demographic, as are free drinks. Furthermore, it allows for the patrons to celebrate the holiday, but in a way that’s more fitting to the barcade and their interests.
COSI’s “Up All Night” events are overnight museum lock-ins for adults. They’re a lot like children’s events… but with a lot more alcohol involved. We wanted to take advantage of this important differentiating factor with the #CocktailsAtCOSI campaign. And why not start on St. Patrick’s Day?
The idea is simple: COSI fans aged 21-and-up can submit an idea for their own cocktail with a scientific theme. The winner of the contest gets their drink featured at the next “Up All Night” event and receives free tickets. The drink will be colored neon green and have a four leaf clover garnish. COSI’s social media platforms will promote the user-generated cocktail with the winner’s name attached.
We chose this idea because it’s a fun way for adults to show off their creativity and geekiness. We think the campaign will be successful because people love to have their voices heard. Having your name associated with a fun, science-themed cocktail is an exciting prospect. Plus, the free tickets can’t hurt.
By Jonathan Camargo, Abbey Saddler, and Mackenzie Holden
How do you tie in St. Patrick’s Day, an annual holiday that takes place in March, with the Great Westerville Food Truck Fest, an annual event that takes place in September? Simple- you meet them halfway.
Since St. Patrick’s Day is almost exactly six months prior to the festival, it’s a great time to go ahead and start getting consumers primed to the idea of being surrounded by more food trucks than they can count. We decided to issue a call-to-action to our consumers (who are leisurely enjoying their holiday sipping on green beer) to reply in the comments with a picture of their favorite food truck delights from years gone past in exchange for a feature on the event’s Facebook page. At the end of the day, the respondent behind the featured post with the most shares would be afforded the opportunity to have a meet-and-greet with Governor Kasich and get free food when fest-time comes around.
We decided to go with a meet-and-greet with Governor Kasich because of his ties to the Westerville area, as well as his stature as a political figure within the state of Ohio.
The campaign’s ties to St. Patrick’s Day stem from the word-choice used, as well as the fact that this would be a one-day long affair. At the end of 24 hours from the original post, the contest would be closed, and the St. Patrick’s Day victor would be crowned.
Mock-ups, in order:
By Morgan Lundquist, Cody Ferguson and Nick Stirsman
The Cincinnati Beer Run is a 2.5 mile “run” that starts in Newport, Kentucky that goes through Cincinnati and ends back in Newport. During this run, every half- mile you receive a sample of a specialty craft beer and once you have completed the route, a large beer of your choice will be waiting for you at the after party.
With the 365 twitter followers and 22,159 Facebook likes, we challenge these individuals to use the hashtag #hereforthebeer and send us pictures of the participants enjoying a cold Rhinegeist beer after training or not training for the big event. These pictures can be serious or funny, but any type of post is encouraged. Facebook will be the main platform used for the posts and it will help promote the excitement for the event.
The reason we picked this campaign is because it gets the runners involved and excited before the race to be able to show us what they are planning on wearing.
This campaign will be successful because the incentive to win such great prizes will drive people to want to participate and get excited for future events to come.
By: Meredith Wylie, Justin Gamble, Sophia Borghese, Reagan Canaday
For this Quick fire challenge, our client is Rag-O-Rama a consignment shop located in Columbus, Ohio. In honor of St. Patrick’s Day, we are going to create a campaign that recognized the holiday as well as the Rag-O-Rama consignment business. We are going to produce a campaign that utilizes all of the social media accounts that they currently have while engaging their customers with a fun contest. The contest is going to be held on St. Patrick’s Day, March 17, where we want their customer to post pictures of St. Patrick Day gear that they had bought at Rag-O-Rama on Twitter. We also plan on advertising the contest the Monday before St. Patrick’s Day on the Facebook and Instagram account. In the post on Twitter from the contestant, we will have them include the hashtag #RagOLucky so that the other customers are able to see the post and vote on the outfit that they like the most.
The reason we picked this as our campaign was because we want to get people involved on their social media accounts. With using Twitter and the hashtag, this is easy for people to search the picture and vote.
This will be successful because this is related to a fun holiday and there is an incentive of $50 store credit. Participants will be interested to see what everyone else’s outfits look like to possibly get ideas for themselves!