Case study · Instagram competition · Leederville, WA · 2014
#FoamRoam: how we got 144 Instagram entries for Foam Coffee Bar
One question, “How far does your #FoamRoam?”, sent a Leederville coffee cup to New York, Vietnam, Abu Dhabi and LAX.
144
Instagram entries in three months
1,953
Instagram followers by July 2015, up from 618 a year earlier
1
year of free coffee for the winner
Client
Foam Coffee Bar
Where
Leederville, WA
When
October to December 2014
What we did
The brief
The job: get Perth talking about Foam Coffee Bar, lift engagement and get more coffee drinkers through the door. This is a record of the campaign.
The work
Three steps to enter: buy a takeaway coffee at Foam, photograph the cup somewhere interesting, then tag @FoamCoffeeBar with #FoamRoam. The most creative shot and location won a year of free coffee. Easy to enter, plenty of room to be creative, and a colourful, quirky cup people loved photographing.
Then it travelled. Cups showed up in New York, Vietnam, Abu Dhabi and LAX, and all over WA: beaches, river, city and country.
The result
144 Instagram entries between 1 October and 31 December 2014. The winner, photographed on the Mekong River, collected a year of free coffee through 2015. Foam’s Instagram grew from 618 to 1,953 followers in the year to July 2015.
The takeaway
Make entry easy, make the prop fun and let people be creative. The audience does the rest.
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