[wire] stone Digital Marketing
Quaker: Near East Integrated Promotion
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Stirring an appetite for couscous. Near East wanted to raise awareness of couscous—and its niche
brand—while creating a platform for ongoing dialog. Guided by insights gleaned from the
brand's positioning and product attributes, [wire] stone created a fully integrated
campaign, "Around the World in 5 Minutes," that Brandweek has recognized for its break-through
success. The team developed an engaging microsite and social media experience built around
a sweepstakes that encouraged participation and amplification while educating the
consumer about the Near East brand and product, worldly flavors, and "short-cut"
lifestyle. 2,400+ "likes" strong, this community is hungry for more.
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The microsite served as the hub of the campaign. It housed a trivia-based sweepstakes, instructional videos from Chef Peter Bowen, tips on fast preparation, and information about Near East products.
Participants who opted-in to the campaign received emails that featured coupons and teased new content. Each month, a recipe that reflected the featured country or region was made available for download.
On this page, participants could learn about Chef Peter Bowen and view his instructional videos, enter our sweepstakes by answering a trivia question, offer their spin on our featured recipe or download a recipe card.
On our Facebook page, the community could learn about our sweepstakes and interact with the Near East brand and one another. Chef Peter Bowen's blog, Tour de Taste, offered tips on how to prepare the month's featured recipe and information about the culinary culture of the region visited.