The Co-operative has launched its ‘Tweet for a Table’ experiential advertising campaign at London’s South Bank, Observation Point to showcase its delicious own-brand food-range.
Booked with JCDecauxLive, the campaign is designed to engage with younger audiences as it links OOH experiential advertising with social media. Members of the public can win a spot for themselves and up to three friends at this ‘pop up’ restaurant at the riverfront by tweeting @Tweet4aTable and explaining why they deserve a table at the city’s most exclusive pop-up dining experience.
Kate Jones, Head of Product Development at The Co-operative Food, said: ‘We’re taking our outdoor dining experience right into the centre of London. All people have to do is send us tweets, and the best tweets will get a table for lunch or dinner. We’re sure it’ll be a popular and exciting temporary addition to the city centre.’
Diners will be encouraged to ‘check in’ on Facebook with their smart phones when they arrive, and, during the 30 minute meal, Tweet and tag pictures of themselves dining for a chance to win a holiday for two in Turkey – part of the #tweet4abeach trend. Passers-by unable to stop for a sit-down meal won’t miss out. The Co-operative will be handing out free samples of own-brand food and drink throughout both days.
Helen Nunn, Head of Marketing at The Co-operative Food, said: ‘We believe this experiential campaign will be a great way to bring brand awareness on social media channels and to get people talking. We are hoping to create a unique customer experience with this pop-up restaurant which will encourage the reappraisal of The Co-operative Food brand by showcasing our delicious products, and showing people how they can create amazing meals. We also hope to drive footfall to our stores and increase basket spend.’