High Street Phoenix Food Festival 2015 - Digital Outreach Strategy by MindShift Interactive
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The Phoenix Food Festival was held on March 25-26, 2015 at the High Street Phoenix and Palladium malls. Social media outreach was conducted to promote the festival and its special food menus and workshops. A contest was launched on Twitter using the hashtag "#ForkingAmazin" where people could share photos of their favorite dishes and restaurants. The campaign reached over 3.3 million people across Facebook and Twitter. It engaged 151 contributors and received 1,400 posts.
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High Street Phoenix Food Festival 2015 - Digital Outreach Strategy by MindShift Interactive
2. Idea
Food is a service which High Street Phoenix and Palladium offer for a varied
audience. Celebrating food is something which all the mall goers do every time
they visit the place but this festival was to add a different perspective to how
food can be perceived through special menus, workshops etc which were open to
the public.
Digitally we wanted to reach out to our current following as well as inform
prospective visitors on the various brands which reside there. To initiate a recall
of the tantalizing food the location has to offer we came up with a concept which
revolved around hashtag - #ForkingAmazin
8. Idea and Objective
To leverage the Food festival event further, we hosted a Twitter contest asking
our followers which restaurant and dish they find #ForkingAmazin!
To maximize the overall outreach, both Palladium and High Street Phoenix
launched the Hashtag (#ForkingAmazin) from their respective Twitter accounts
The response we got was spectacular! Fans not only shared with us images of
their favourite dishes, but also tagged their favourite restaurants and the brands,
which helped boost the contest in return
19. Highlights
Outreach was maximized using a generic hashtag that could related to
Followers, Influencers and Food lovers
An outreach of 3.4 Million & over 1,400 entries helped the Festival receive
massive buzz offline as well