Old El Paso wanted to launch its taco premium range Restaurante on the French market. The goal was to target foodies communities on the ground (via sampling), on social networks, and drive them to the store. BUT the brand had no official social accounts so far, and did not want to invest into an annual social presence. How to address the foodies on and off line? How to create word-of-mouth on social networks around the products? How to drive consumers to the store?
To offer a great on the ground experience for foodies, Rosbeef! created the Old El Paso food truck, touring in the streets of Paris during 2 month: from media newsrooms in September to influencers and Parisian pedestrians in October.
To amplify socially this event and create word-of-mouth on social networks, Rosbeef! created the first ever #PayWithAPhoto mechanics in France. To get their delicious cooked taco, participants were invited to take a photo of the Old El Paso food truck and publish it on Facebook, Instagram or Twitter with #1PhotoPour1Taco (#1PhotoFor1Taco).
To drive participants to the store, Rosbeef! created the social accounts of Old El Paso foodtruck on Facebook, Instagram and Twitter. Each time a participant published a photo with #1PhotoPour1Taco, the food truck accounts replied immediately rewarding them in a funny way with a digital voucher.
To drive foodies and spread the word over these communities, Rosbeef! proposed to use social media ads, geolocalised to drive traffic to the food truck and targeted precisely to foodies communities and influencers.
- Hundreds of #1PhotoPour1Taco publications have reached 182,000 people organically in only 4 days, turning participants into active ambassadors of the brand.
- The operation has generated more than 7,000 interactions / shares each day of the operation on social networks.
- 50% of ambassadors are have been turned into customers thanks to the digital voucher.
- More than 125 publications and articles of influencers, have relay the operation to foodistas communities.
Globally, the operation has reached 7.3 M contacts through organic viralisation, paid media and digital PR whereas only 3,200 tacos were distributed thanks to the event tour.
