Hard Rock Cafe India had a month long sizzle festival in March this year. The main takeaway of this festival was a #SizzleToBarcelona contest where four lucky winners won a trip to, you guessed it, Barcelona !
The winners were selected basis them sharing their sizzle fest experience. Each diner who spent more than 1,500 on the specially prepared sizzle menu got a unique ticket. This ticket/voucher was the main customer touchpoint for the event and all elements of the campaign were to be incorporated to send out the correct brand communication - Food, Fun, Travel and the Classic Hard Rock feel.
The main graphic around which the event communication was based, featuring the elements - tropical sun, the beach, festivities, fun and food.
The layout for the body copy, following an identical color use.
The outline of the city of Barcelona overlayed by icons representing the various elements.
And here is what it all looks like put together in the form printed vouchers that were handed out at all HRC outlets in India during the month of March, 2015.
oh and the custom stamp on the envelope ofcourse :D
The event was promoted through the use of creatives on social media (Facebook, Twitter and Instagram) which were designed using the same elements as the voucher. Here are some of the milestones the campaign achieved through the social media campaigns -
Total Impressions
Facebook - 11 Mn
Twitter - 2.7 Mn
Reach - 6.3Mn
Engagement Rate
Facebook - 4.7%
Twitter - 2.1%
The design used for the social media communication, based around the same visual language.
Some of the social media communication posts using the design.
And last but not the least, Miss Malini - India's leading lifestyle and entertainment blogger shared the voucher design on multiple occasions through all her social media channels.
Thank you for watching !
