In Sao Paulo, Heinz set up a unique geolocation campaign to target Instagram users at lunchtime and appeal to them through Instagram Stories and 'Irresistible Posts.'
The posts were designed as "Instagram posts you could eat," making it possible for users to look at a post and swipe up to place an order to be delivered on-demand. In return, users received a personalized box filled with a burger crafted by chef Santi Roig from the Underdog Meat & Beers restaurant.
As well as offering social media users a unique way to interact with a platform that they have come to know and love, the Irresistible Posts campaign rewarded participants with highly shareable customized packaging and an unforgettable taste experience.
Social Media Meal Boxes
Heinz Created 'Irresistible Posts' That Could Be Ordered and Eaten
Trend Themes
1. Geolocation Marketing - Opportunity to use geolocation targeting to reach and engage consumers through personalized campaigns and experiences.
2. Instagram Commerce - Opportunity to leverage Instagram's visual platform for direct sales and seamless ordering experiences.
3. Interactive Packaging - Opportunity to create packaging that enhances user experience and drives social sharing through unique design and functionality.
Industry Implications
1. Food Delivery - Disruptive innovation opportunity to integrate social media advertising campaigns with on-demand food delivery services for a seamless user experience.
2. Restaurant and Culinary - Disruptive innovation opportunity to collaborate with social media platforms to offer interactive food experiences and drive customer engagement.
3. E-commerce - Disruptive innovation opportunity to explore new ways of selling and promoting products through social media channels, creating a direct bridge between content and commerce.