Online marketing promotion and blogger activation
To generate buzz and excitement around the launch of the Electrolux kitchen at Tetsuya’s restaurant, Orchard developed an online promotion involving the top 10 food bloggers and their readers. The selected bloggers were invited to be the first to experience the new kitchen in a private cooking masterclass with Tetsuya.
At the end of the night, the food bloggers were given one spot each to give away to their readers for a similar experience.
The promotion attracted over 8,000 entries and there was extensive online coverage on Australia’s top food blogger's websites with a total reach of over 150,000 unique monthly visitors. It was a more engaging and differentiated approach to another digital marketing campaign using banners.
