Client’s objectives: Having launched the Wagamama Lounge – a pop-up noodle bar – last year, the challenge this year was to extended the reach of the lounge beyond the festival experience.
Who was the target audience? The core demographic was 18-35 year-olds.
The campaign: Agency Amplify came up with the solution to develop the Wagamama Lounge story by exploring each element of the consumer journey from restaurant to field.
An interactive placemat featuring the mobile phone technology Blippar was created directing restaurant customers to the Wagamama Facebook page via their mobile phones for further information, content and prizes ahead of the festivals.
The Facebook page was supported by the Wagamama Lounge Facebook App that featured all festival related content and engaged with fans to encourage discussion around the campaign.
During festival season, the lounge visited Parklife Weekender, Isle of Wight Festival, Camp Bestival and Bestival, staging its own ‘boutique line-up’ of acts chosen to remain in keeping with Wagamama’s personality. Experiences were built around the three pillars of the Wagamama Lounge – music, food and art – with live installations from leading artists, as well as DJs and the world’s first and only eatboxer.
Leading lifestyle bloggers were hosted to generate editorial coverage that extended reach pre, during and post event.
The client says: "In 2012, it was important to build on the success of the year before and work with Amplify to develop the Wagamama lounge platform that could exist on multiple touch points. We always set out to offer something truly unique that rivals other food offerings at festivals and give people an experience that is relevant and valuable to them. It’s always rewarding to witness positive reactions (both in the physical and digital space) first-hand - not only towards the food but also to the music and art experiences."
Ingrid Williamson, director of marketing, Wagamama
Evaluation: The place mats were exposed to 200,000 diners across 80 UK Wagamama restaurants. Overall, 26,000 units of food and drinks were sold at the Wagamama Lounge compared to 6,000 last year. Footfall almost tripled from 30,500 in 2011 to 190,000. In terms of social media the campaign reached 105,902 Twitter users, and saw the addition of 9,000 new Facebook fans.
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