Philips FOODATHON 2012 THE CONCEPT – recognizing the importance of online food influencers FOODATHON is a movement to recognize the growing passion for food amongst Indians. This passion may not be new, but the heights it is now reaching it totally stupendous. The passion may not be new, but what is remarkable now is how a new section of online influencers has emerged to share rich content with respect to food recipes, eating out, cooking ingredients and kitchen appliances, to make the entire experience around food more exciting than ever before. This evolution is being driven by online influencers. Hence, the first pit spot in this movement was an offline event (Delhi’s first FOODATHON) that recognized the importance of online food influencers. These influencers consisted of food & lifestyle bloggers and online food community owners. This event became the Philips FOODATHON; prime sponsors being Philips, secondary and location sponsors The [V] Spot Café + Bar and other sponsors included Dunkin Donuts. Consulting partners to this event was Chef At Large , one of the leading food blogs in India. The concept (FOODATHON) and event organizer is 20:20MSL. The event was held on October 27 th , 2012. PRE-EVENT SOCIAL MEDIA BUZZ – leveraging social media for creating pre-event excitement The pre-event buzz created on Facebook on Twitter was amazing due to the constant engagement, attributed to the quality of conversations and the consumer contests organized. The pre-event buzz raised the Facebook like’s to 1757 and Twitter followers to 120 in less than 2 months. The buzz attracted interest from the media as well, who wrote in to the FOODATHON inbox inquiring about more details. Enclosed below were 2 main pre-event contests organized: (1) The CRAZEAL Foodie Ghajini contest (sponsored by CRAZEAL)
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Philips FOODATHON 2012
THE CONCEPT – recognizing the importance of online food influencers
FOODATHON is a movement to recognize the growing passion for food amongst Indians. This
passion may not be new, but the heights it is now reaching it totally stupendous.
The passion may not be new, but what is remarkable now is how a new section of online
influencers has emerged to share rich content with respect to food recipes, eating out,
cooking ingredients and kitchen appliances, to make the entire experience around food
more exciting than ever before. This evolution is being driven by online influencers.
Hence, the first pit spot in this movement was an offline event (Delhi’s first FOODATHON)
that recognized the importance of online food influencers. These influencers consisted of
food & lifestyle bloggers and online food community owners. This event became the Philips
FOODATHON; prime sponsors being Philips, secondary and location sponsors The [V] Spot
Café + Bar and other sponsors included Dunkin Donuts. Consulting partners to this event
was Chef At Large, one of the leading food blogs in India. The concept (FOODATHON) and
event organizer is 20:20MSL. The event was held on October 27th, 2012.
PRE-EVENT SOCIAL MEDIA BUZZ – leveraging social media for creating pre-event
excitement
The pre-event buzz created on Facebook on Twitter was amazing due to the constant
engagement, attributed to the quality of conversations and the consumer contests
organized. The pre-event buzz raised the Facebook like’s to 1757 and Twitter
followers to 120 in less than 2 months. The buzz attracted interest from the media as
well, who wrote in to the FOODATHON inbox inquiring about more details.
Enclosed below were 2 main pre-event contests organized:
(1) The CRAZEAL Foodie Ghajini contest (sponsored by CRAZEAL)
(2) The October Cake Love contest (sponsored by Ipshita’s Cakes Mamma Bakes)
More details about the contests are enclosed in the screenshots below.