Avos from Mexico #GuacNRoll
Frictionless contesting – smart rules based recipe delivery
Coming off of a strong SuperBowl campaign in which its efforts were lauded among the best of show, Avos from Mexico has teamed up again with Chirpify to activate social as a mechanism for converting consumers. Bringing to the table (pun intended) just the zesty mix that the SXSW Music Fest has become known for, Avocados from Mexico mixed music, technology and tasty recipes this past week with its SXSW #GuacNRoll campaign.
With a South Bites food court tent as home base, Avocados from Mexico hosted 34 bands as they made their own batches of guacamole. They encouraged SXSW attendees – and folks at home – to participate by entering for a chance to win amazing music prizes such as tickets and cash to any U.S. concert or a concert in Mexico along with a 3 day/2 night trip to the Hard Rock Hotel.
Specifically, Avocados from Mexico used the Chirpify platform to engage and convert consumers who interacted with the social trigger #GuacNRoll. In the background Chirpify was listening, applied rules from its rules engine and automatically responded to the consumer. In this case, fans who tweeted with the hashtag were entered into the contest and thanked with a recipe, which could be found at a special GuacNMusic landing site where they could get additional recipes and learn more about the contest.
Rewards like these increase organic reach; as people share the brand moment, others see it and join in because their friends have already advocated socially for the brand, and they know they will also be rewarded by the brand for participating. Activating this campaign at SXSW further proves the effectiveness of social mobile campaigns where consumers can engage and transact with a brand by simply setting off a trigger—in this case #GuacNRoll. Avocados from Mexico smartly uses this omni-channel remote control to their advantage with this activated campaign that converts marketing instantly.
Geo-fenced social media surprise and delight
Marriott’s Loyalty team was one of a handful of brands that stole the show, according to AdWeek. Marriott’s efforts promoted its loyalty program during the SXSW Interactive and Music Fests, achieving 42.8 million Twitter impressions and over 2,055 mentions. Marriott livestreamed sponsored music from the show on Twitter and Periscope and promoted it with #Withtheband.
Chirpify helped Marriott get the word out with a geo-targeted response campaign. Our platform listened for SXSW attendees who tweeted an intent to learn more about music events taking place at SXSW. If the attendee’s presence in Austin could be confirmed with Twitter geodata, they received a single automated response containing an image invitation to concerts taking place at the JW Marriott Austin on Wednesday, Thursday, and Friday nights.
This highly targeted, highly relevant interaction asked nothing of the targeted Twitter user and contained content of significant value. Randomized responses allowed for engagement at scale without being impersonal, and the overwhelmingly positive response to the invitation tweets reflected that.
Both Avocados from Mexico and Marriott Rewards embodied the spirit of innovation and creativity inspired by SXSW in partnership with Chirpify. To learn more about how you can inspire your customers with Chirpify, reach out today.