Coffee house chain Barista used Facebook to create awareness of its seasonal 'Hawaiian Summers' menu, encouraging users to engage with the brand. The campaign created a Facebook fan page loaded with a games app and contest.
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Brand: Barista Lavazza |Media: Facebook | Country: India |Sector: Hospitality | Agency: AliveNow | Format: Facebook page, Facebook Game App
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The campaign used the Facebook page to promote the summer menu via regular content updates about the food & beverages and uploading images into the album. Also the users were made familiar with the menu by a gaming app on the page called the Hawaiian Summers Memory Game. This was accompanied with a contest treat your friend.
The treat your friend BOGO contest ran for two weeks – 17th May up to 31st May 2011. The contest required fans to post a statement tagging their friend on the Barista Facebook wall to win a Buy One Get One free voucher (BOGO), and filling in a form to receive the voucher. This helped generate trials for the new menu and create a database for the brand.
In more than 70% of the entries the names of the friends were tagged, which increased brand visibility and awareness. Users sharing their details to win voucher enabled in building a database for the brand where consumers want to get communication from the brand. The brand continued to get response from consumers for the contest even after it was over.
