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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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Event: Phoenix Food Festival 25th -26th March 2015 Social Media Outreach by
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
Overall Summary Particulars Numbers Outreach 3,345,751 Posts 1,400 Contributors 151 The campaign attained an outreach of 3.4M across Facebook and Twitter
Facebook Event Page
Facebook Event Page • People Reached – 13,000 • Number Of Views - 783 • Engagement - 195
Event Posts
Twitter Contest
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
Palladium Contest Tweets
High Street Phoenix Contest Tweets
Participant Tweets
Participant Tweets
Interactions with Restaurants
Interactions with Restaurants
Twitter Activity for #ForkingAmazin
Timeline and Top Posts Highest number of mentions received at 3 pm
Top Influencers Rank Influencers Reach Engagement 1 Burrp! (@burrp) 437,827 3 2 PePpeR (@rpunamia) 33,892 2 3 Mitchelle R Jansen (@mitchellez) 13,260 0 4 Ekta Nair (@__ekta__) 11,711 2 6 Ruchi Shrivastava (@Greed_Goddess) 10,193 6 7 Cream Centre (@creamcentre) 7,400 0 8 Le 15 Patisserie (@le15patisserie) 6,273 0 9 Indigo Deli (@IndigoDelis) 6,182 2 10 AND (@stylebyand) 2,421 0 11 PizzaExpress India (@PizzaExpressIN) 2,107 0 12 MaalFreeKaa (@MaalFreeKaa) 1,964 1 13 Vikas Khanna FanPage (@Team_Vikas) 1,689 0 14 Gaurav Deo (@_EatBurpRepeat) 1,625 0 15 Chef Varun Inamdar (@varuninamdar) 1,382 0
Buzzwords Keywords
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
Thank You

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High Street Phoenix Food Festival 2015 - Digital Outreach Strategy by MindShift Interactive

  • 1. Event: Phoenix Food Festival 25th -26th March 2015 Social Media Outreach by
  • 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
  • 3. Overall Summary Particulars Numbers Outreach 3,345,751 Posts 1,400 Contributors 151 The campaign attained an outreach of 3.4M across Facebook and Twitter
  • 5. Facebook Event Page • People Reached – 13,000 • Number Of Views - 783 • Engagement - 195
  • 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
  • 10. High Street Phoenix Contest Tweets
  • 16. Timeline and Top Posts Highest number of mentions received at 3 pm
  • 17. Top Influencers Rank Influencers Reach Engagement 1 Burrp! (@burrp) 437,827 3 2 PePpeR (@rpunamia) 33,892 2 3 Mitchelle R Jansen (@mitchellez) 13,260 0 4 Ekta Nair (@__ekta__) 11,711 2 6 Ruchi Shrivastava (@Greed_Goddess) 10,193 6 7 Cream Centre (@creamcentre) 7,400 0 8 Le 15 Patisserie (@le15patisserie) 6,273 0 9 Indigo Deli (@IndigoDelis) 6,182 2 10 AND (@stylebyand) 2,421 0 11 PizzaExpress India (@PizzaExpressIN) 2,107 0 12 MaalFreeKaa (@MaalFreeKaa) 1,964 1 13 Vikas Khanna FanPage (@Team_Vikas) 1,689 0 14 Gaurav Deo (@_EatBurpRepeat) 1,625 0 15 Chef Varun Inamdar (@varuninamdar) 1,382 0
  • 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