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!
By Jasmine Grillmeier, Liz Sanz, Shyann Williams
The Boutique Truck is a mobile fashion truck based in Columbus offering unique and affordable apparel to women on the go. To promote their truck for #StPatricksDay, we propose the fashion truck go on a mini tour around Ohio during the month of March leading up to the Columbus St. Patrick’s Day Parade.
Followers of The Boutique Truck Instagram account will be challenged to show off their style by incorporating green in their #OOTD while showing off their St. Patrick’s Day spirit. During each stop of the tour, contestants will be asked to post their outfits using #SPDPartyPrize and employees will choose the winner. Prizes will consist of #
giveaways from the boutique and the first prize winner will be able to host a free #BoutiqueTruck party with 10 friends.
Why we chose the campaign
We wanted to bring awareness to The Boutique Truck by getting followers engaged and also gaining followers from outside of Columbus. The campaign allows followers to show off their style and their spirit for the holiday while also promoting the fashion truck.
Why it will be successful
Promotions where the prize are free sample parties with friends seem to be well engaged with. For example, similar promotions by Mary Kay fare well and are a great return on investment through exposure and more people personally experiencing the service.
Mock Up Posts
My team and I developed a campaign proposal for our client Brothers Drake Meadery located in Columbus, OH. Brothers Drake Meadery is a meadery that sells mead on tap. Additionally, they have a large live music presence, including their most popular event, Jazz Wednesdays. The campaign proposal is based on St. Patrick’s Day and our idea was to run the campaign from Tuesday through Saturday of St. Patrick’s Day week. Our campaign proposal included a tweet inviting Brothers Drake Meadery customers/followers to wear St. Patrick’s Day clothing, take a picture with their St. Patrick’s Day wear and tweet the picture using the hashtag “#KissMEadImIrish” to win a free limited addition Kiss Mead I’m Irish T-shirt and a gift basket. The gift basket will include a free tasting tour and a free bottle of mead of their choice. We thought this campaign would be very efficient because it is interactive, user generated, and it gives an incentive to the customers, which will make them want to participate even more. It also showcases Irish spirit and we thought that this idea would be perfect for our age demographic (ages 21+). Brothers Drake Meadery already has a strong social media presence, so we felt that this would be awesome engagement between the customers.
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:
Our client is Movies on the Mile, a Columbus-based, family friendly event that happens during the summer as part of The Scioto Mile and the Columbus Parks and Recreation department. They feature monthly outdoor movies at the Bicentennial Park Performing Arts Pavilion during the summer, offering a fun night out for families.
Our St. Patrick’s Day campaign is going to be featured on The Scioto Mile Facebook page. We chose this social media platform because Movies on the Mile does not have their own social media accounts, and The Scioto Mile Facebook page has the most interactions and likes compared to their Instagram and Twitter. The page currently has 11,292 likes, 13,689 “check-ins,” and they frequently post to the page.
Our campaign is simple and straightforward, aiming to reach families and encourage interactive posts from followers. The campaign will be a Facebook contest, in which participants will post a picture on March 17th of their family dressed up for St. Patrick’s Day on Facebook, and caption the photo with their favorite family-friendly movie that they wish to see shown this summer. They must include the hashtags #MoviesOnTheMile, #SciotoMile, and #StPatrickOTM. The family whose pictures receives the most combined likes and shares will have their favorite movie featured at the first movie night in June 2016. We believe this will be successful because not only will it encourage followers to engage, it will also attract new likes from their followers who like or share their picture.
For our St. Patrick’s Day campaign for Join US Columbus, we created a user-generated campaign centered around Social City Columbus’s 6th Annual St. Patrick’s Day Pub Crawl. Join US Columbus is a subsidiary of Experience Columbus that promotes the Greater Columbus Tourism Ambassador Program that allows proud Columbus residents to learn more about the region and have the tools to promote tourism in the Columbus area. Pub crawl participants are encouraged to post their photos from the crawl and tag Experience Columbus in order to win a free $29 application fee for the #CbusCTA program.
This user-generated social media campaign was chosen for many reasons. Social City Events is an influencer in Columbus and has many followers who attend its events. It was crucial for Join Us Columbus to partner with Social City Events to intrigue their target market in applying to be a CTA. St. Patrick’s Day Pub Crawl is an annual event that encourages people in and around the Columbus area to explore and participate in fun, adult activities in the Arena District and Park Street. Those who participate in the pub crawl are our perfect target audience, as they are already interested in Columbus. The type of people who love Columbus will be participating in the pub crawl and make excellent potential Certified Tourism Ambassadors. The contest portion of the campaign provides an incentive for user-generated content to be produced.
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.