National Home BBQ Day
Year 2015
Winner of the second place in the IV Edition of the Ibero-American Social Media Awards presented by INTERLAT in Colombia, 2016.
Scenario
Every year, Hondurans celebrate Independence Day with a family and friends BBQ gathering. Supermercados La Colonia took ownership of this day, naming it ‘NATIONAL HOME BBQ DAY.’ Through various social media channels, people were encouraged to participate from their homes with content, but how could we verify that followers genuinely joined in?
Solution
Using the hashtag #NATIONALHOMEBBQDAY, we challenged the brand’s followers to upload a photo of the BBQ they prepared on that day to celebrate the country’s independence. They were incentivized with the prize of getting to repeat the BBQ for the person who submitted the most original photo.
Results
This was an unprecedented activity, turning September 15 into a consumption occasion for all Hondurans. Followers on Instagram increased like never before, by 154 in two weeks. Through the mechanics, we discovered that 95 of our followers hosted a BBQ, as evidenced by the number of photos participating in the contest.
Brand interactions increased by 85%, with more comments and likes than in previous campaigns.