On the back of the Hellmann’s #RockYourBurger Food Truck launch, their agency were putting together the next campaign #BurgerRouteZA. The client and agency wanted #BurgerRouteZA to trend on National Burger Day during their social sampling activity.
Host sampling events at 25 renowned restaurants country-wide
Use digital influencers to boost the guests posts around the sampling experience
Timing · Vibe · Experience · Result
25 Restaurants hosted the event on National Burger Day
Local band The Plastics were on hand to #RockYourBurger on the #BurgerRouteZA
Guests teamed up to create their sumptuous burgers and got their selfies toasted on to their burger buns.
#BurgerRouteZA trended across Johannesburg
The tag was used all through the event but in focused concentration with heavy engagement from the amplifiers to drive a national trend which increases brand visibility amongst South Africa’s 7,4 million Twitter users
There was reach of over 1 million, with 1,391 888 million unique accounts reached
There were over 993 tweets using the tag for this time frame.
There were 223 different original tweets generated using the tag
There were 178 Twitter replies between different users using the tag