Philadelphia: THE SOCIAL SANDWICH

Credits & Description:

Advertiser: KRAFT
Agency: WE ARE SOCIAL
Category: Best Use of Social Media
Managing Partner: Gabriele Cucinella (We Are Social)
Managing Partner: Stefano Maggi (We Are Social)
Managing Partner: Ottavio Nava (We Are Social)

Client Brief Or Objective
This activity ultimately needed to increase the number of fans and their engagement levels with Philadelphia’s social media communities across Italy.

Strategy
Listening and analysing the conversation online and on social networks revealed that for most Italians lunch is the most important meal of the day with the majority of people opting for a sandwich, often making their own. We saw this as an excellent opportunity to introduce Philadelphia as a key ingredient in a fun and creative way. Philadelphia worked with nine influential bloggers specialising in food, design and communications. The bloggers were divided up into three teams and each team worked to create, name and present their perfect recipe for the ultimate sandwich.Throughout the process each blogger’s community got involved offering tips, hints and succulent for the teams. Finally, each team produced its own delicious sandwich. They were named: Pestifero (The Troublemaker), La Forza (The Power) and sTREpitoso (The Amazing Three). It only remained to see what the public thought of them!

Campaign Description
Our agency and Philadelphia created a campaign that used online and offline techniques to create Italy’s favourite sandwich, voted for by Italy’s social community – ‘The Social Sandwich’! The campaign introduced Philadelphia to Italian food lovers as a key ingredient in their lunch in a fun and creative way, using social media to raise awareness of the spread and encourage people to get involved with, try out and interact with Philadelphia. By bringing together social media, in-store activity, blogger engagement and other marketing techniques, we created a campaign that got the whole nation excited about how they could use Philadelphia as part of their lunch.

Effectiveness
Over the 50 days, a massive 5,000 sandwiches were served by the snack bars and restaurants involved in the project and 10,500 votes were submitted!Over 700 tweets included the hashtag #thesocialsandwich and more than 500,000 Twitter users were involved in the fun. Facebook users and influencers even created three of their own fan pages as a result of the tense competition! The campaign also led to huge growth for Philadelphia’s Facebook page - during the contest, its Facebook community grew by as many as 90,000 users.All of the main marketing blogs got involved, generating lots of great content about Philadelphia and its fantastic sandwich potential. All in all, a huge success.

Relevancy
We needed to get the Italian nation talking about Philadelphia! In doing this we needed to position Philadelphia as front of mind as a key lunch time ingredient and encourage more people to try out Philadelphia.

Execution
Philadelphia’s community was invited to try the sandwiches in bars and coffee shops bearing ‘The Social Sandwich’ branding. Having tasted the sandwiches, customers were encouraged to spread the good news across social networks voting for their favourite either at www.thesocialsandwich.it, or the Philadelphia Facebook page.We didn’t choose any old restaurants either, each was hand picked, taking into consideration their popularity on Facebook, Foursquare and Google Places.Throughout the campaign, users checked in leaving tips and comments as well as receiving reminders to try the other sandwiches. On Twitter, #thesocialsandwich allowed users to follow the judges, the votes, and the tweets from the bloggers who naturally were following the campaign very closely!After 50 days voting the “Social Sandwich” was elected! 'La Forza’ reigned king. Made of course with Philadelphia, fresh basil, turkey, romaine lettuce, olive oil, salt & pepper, in a crunchy baguette, making a pretty mouth watering meal.