Ghiotti Cheese Bites Launch Campaign
A prize-driven campaign & Silo Park event activation to launch Ghiotti's new product to market
Project Overview
Ghiotti came to us with a simple brief: help them launch their new product, Italian Cheese Bites. We pitched, crafted and delivered a successful prize-driven event, hosted by Auckland's Silo Park outdoor cinema and food truck market, with free samples, instant & spot prizes, and a major prize giveaway of a $5000 trip to Southern Europe.
We announced the event with a quirky, social-media-friendly video to advertise the 'Win a Trip to Southern Europe' competition and encourage attendance on the day.
Event Promotion
We promoted the competition through both Ghiotti and Silo Park's social media channels, as well as print and digital ads with the NZ Herald, radio ads with Newstalk ZB and ZM, and a simple website to host the video and entry information and allow potential attendees to register their interest.
Film Sponsorship
Our stage was set at the Silo Park film "The Trip to Spain", sponsored by Ghiotti. Amplifier created a Cheese Bites video which was projected before the crowds at the event.
The Competition
Promotional staff carried an oversized Cheese Bites pack containing free raffle tokens for the major prize draw. Attendees could pick a token to enter the draw, and if they were lucky, win an instant prize.
We created and coordinated all assets for event day, including stall signage; 'cheese bite' raffle tokens (contained in an oversized cheese bites box); sample packaging; coupons; and a prize 'cheque' to give to the winner.
The major prize draw took place at the beginning of the film's screening, with one 'Lucky Cheese Bite' holder winning the trip to Southern Europe.
Social Sharing
The entry tokens encouraged attendees to share the #ghiotticheesebites hashtag on social media to win spot prizes.
We also shared Facebook Live posts during the event, to encourage further attendance and boost social media interactions
Results
As well as serving over 2000 happy customers on the event night, Ghiotti saw a marked increase in followers and engagements across their social media channels over the course of the campaign.
The Ghiotti Instagram account increased their following by 156%, with new followers including influential accounts The Urban List Auckland, Stylish Foodie and Toast Magazine.
The Ghiotti Facebook page followers jumped by 250%, with the combined Cheese Bites campaign activity reaching a total number of 299,000 people.