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Food Goes Social! Marketing Kogi, Fatburger & Calbi

Event Interactive 2011
Format Solo
Organizer Mike Prasad – {M} Consultancy
Description The last 2 years have seen an explosion of food brands attempting to market via social strategies and technology. Some get it, and some don't. Learn the strategies behind three of the most successful and groundbreaking campaigns, with behind-the-scenes insight on how social marketing and branding was seeded, leveraged and grown, presented by the one person involved in all of them. Starting with a look at how Kogi BBQ used Twitter and spurred a worldwide mobile food trend, continuing with Fatburgers first use of Foursquare's location-based offer feature, then finally with Calbi BBQ’s issues of turning a “me too” brand to a distinctive offering, this presentation will look at each unique brands cases, issues, innovations and solutions that drove their engaging campaigns. Also included will be details on the Baja Fresh vs Kogi BBQ Twitter fight, and how Kogi BBQ won.
Questions
Answered
  1. How was the Kogi BBQ brand created and why?
  2. What were the key drivers, marketing models, and seeding for Kogi's campaign?
  3. Why for Fatburger, a Location Based Foursquare Campaign wasn't enough, and what the additional elements were?
  4. The issues of a second to market "me too" brand Calbi BBQ?
  5. How a combination of social media tools, marketing models, PR, and grassroots engagementand press were used to create phenomenal growth?
Level Intermediate
Category Branding / Marketing / Publicity
Tags food, Social Marketing & PR, twitter
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