Barista Facebook campaign creates brand awareness and engagement
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
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.