Fast Food Marketing Campaign Involves Divination by French Fries
Laura McQuarrie — February 16, 2015 — Lifestyle
References: sibylla.se & creativeguerrillamarketing
Inspired by the fact that you can read food items like coffee grounds and tea leaves in divination, Swedish brand Sibylla set up an engaging fast food marketing campaign on Instagram using its own French fries.
The campaign had people buy a box of Future Fries at one of its restaurants, spill them out onto a tray, snap a picture and then upload it to Instagram. From here, the brand consulted with a professional medium and psychic in order to give people a glimpse of their future, as told by the fries. The quirky campaign received more than double expected interaction, leading to a growth in Sibylla's social following by over 1,500% and a massive boost to in-store sales by 35%.
The campaign had people buy a box of Future Fries at one of its restaurants, spill them out onto a tray, snap a picture and then upload it to Instagram. From here, the brand consulted with a professional medium and psychic in order to give people a glimpse of their future, as told by the fries. The quirky campaign received more than double expected interaction, leading to a growth in Sibylla's social following by over 1,500% and a massive boost to in-store sales by 35%.
Trend Themes
1. Food Divination - The success of Sibylla's fortune-telling fries campaign highlights the trend of incorporating divination practices into food marketing, offering opportunities for brands to engage customers through unique and interactive experiences.
2. Social Media Marketing - Sibylla's Instagram-based campaign demonstrates the growing trend of utilizing social media platforms to create immersive marketing campaigns that generate high levels of engagement and increase brand visibility.
3. Unexpected Marketing Strategies - The unexpected and quirky approach taken by Sibylla's fortune-telling fries campaign showcases the trend of using unconventional marketing strategies to captivate consumers, presenting opportunities for brands to stand out in crowded markets.
Industry Implications
1. Fast Food - The success of Sibylla's campaign highlights disruptive innovation opportunities in the fast food industry, where brands can leverage unique and interactive marketing campaigns to increase customer engagement and drive sales.
2. Food and Beverage Manufacturing - Sibylla's fortune-telling fries campaign showcases the potential for disruptive innovation in the food and beverage manufacturing industry, encouraging companies to think outside the box and create memorable experiences that resonate with consumers.
3. Social Media Platforms - The success of Sibylla's Instagram campaign suggests disruptive innovation opportunities for social media platforms, as brands continue to seek new ways to leverage these platforms for immersive and engaging marketing campaigns.
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