Barista Lavazza Hawaiian Summers Menu Campaign By AliveNow Objective • Barista Lavazza launched a new menu for Summer 2011: The Hawaiian Summers Menu. • The primary objective was to promote the new menu on social media and create awareness about the new beverages and eatables on the Hawaiian Summers menu.
• Also to engage the fans with an activity and get them more interested in the new range o. • To encourage the fans to spread the word about the menu and Barista Lavazza. 02HAWAIIAN SUMMERS MENU TAB • The first step was to inform and educate, so we created a really nice menu on the Barista Lavazza Facebook page. • Users could choose “Food” or “Beverages” and an automatic slideshow of the menu items would begin with names of the items.
03 The menu had a comment box and a like button, so anyone could discuss by leaving a comment or liking the menu. 04 Basic Campaigns & promo’s • Most of the campaigns during the launch period was around the new menu. An album was created with all the product pictures and descriptions, which was even used for wall posts. • We created a Memory Game application to help users familiarize themselves with the menu and the beverages in a fun and exciting way.
• During the launch we also posted beverage as “Drink of the Day” or food as “Treat of the Day” both on Facebook and twitter. • And we finally had a very exciting contest - Treat your friend that is discussed in detail in a few slides. 05 Hawaiian Summers Memory Game! • We created the Hawaiian Summers Memory Game application on a tab. Fans have to match the product pairs by flipping different pictures by clicking their mouse. • The scores was in terms of finding all pairs with minimum number of clicks.
• You can have a look at the memory game right here: http://on. fb. me/HawaiianSummersGAME 06 We also had a basic Photo album on Facebook with images of all the Hawaiian Summers menu so that fans can like, comment, share, etc. 07 Treat your Friend BOGO Contest! • We launched the Hawaiian Summers Treat your Friend BOGO contest on May 17th and it continued upto May 31st. It was a simple contest where the fans had to write a sentence “I want to enjoy the Hawaiian Summers Menu with @FriendsName so send me my treat! ” on the Barista Lavazza Facebook Wall and tag their friend in that sentence.
• After they make a post on the wall they had to fill in a form to provide their details (Name, E-mail id, Phone) in order to receive the BOGO (Buy One Get One free) voucher. • After all the details were received and complied, the vouchers were sent out to all the participants. 08Contest Tab & Comments received on the tab 09 Fantastic response to the contest! 10 11 Results & Campaign Outcome • The results were amazing and there was a huge spike in engagement as many Barista Lavazza fans posted on the wall requesting a Buy One Get One free coupon. • In over 70% of the entries the names of their friends were tagged, which gave a viral effect with more visibility and increased awareness. • There was also a spectacular rise in the No.
of Likes on the Facebook page during the contest period. The no. f page views, photo views and comments also rose to new highs. • As the voucher gets delivered to the user’s email inbox, we were successfully able to build a large database on Emails, Mobile Numbers and Names.
12 The Buzz continues! • The contest had a big viral effect and due to that there were many entries that we received even after the contest was over! Fans continue to post on Barista Lavazza’s wall requesting the BOGO voucher in the first few weeks of June! 13 Some of the brands we have worked with on social media. 14 C S S UD E A E T IS
