Best Food Industry Social Media Campaign

JUDGE’S NOTE: To see this promotion, which is no longer active, you will first need to log in to Facebook using one of the sets of credentials below.

User IDs (if one is in use, please try another):
awards1.biggs.gilmore@gmail.com
awards2.biggs.gilmore@gmail.com
awards3.biggs.gilmore@gmail.com

Password (for all):
bluegreen

Once you are logged in with the credentials above (not your personal Facebook account), you should be able to access the promotion as it appeared on Facebook with the following URL. http://www.facebook.com/HeinzKetchup?v=app_114549775252744
Background and objectives:
Heinz Ketchup is the only kind of ketchup served at 1,400 Chili’s restaurants nationwide. During the month of July 2010, these two brands were looking for a way to highlight their strong partnership and a plan to help them give away thousands of $30 Chili’s gift cards and a grand prize of a $500 Chili’s card plus a year’s supply of Ketchup.

Both Heinz and Chili’s have loyal Facebook followings, so it was a logical place to concentrate our efforts. We designed a “magnetic poetry” game that encourages people to say nice things about Heinz and Chili’s. Users create their poems from a list of fun, positive words (Heinz Ketchup and Chili’s are the only must-haves). They then have the option to post the poem to their wall and share it with friends. The primary objective was to generate as many entries (poems) as possible – keeping in mind that there was zero budget to promote the campaign with traditional or online media.

Contributors:

BIGGS|GILMORE

Location: USA