Building a successful promotion in the Social Media realm
For the second annual Mezzetta Make That Sandwich promotion, Insite was again asked assist the Mezzetta team in making this phenomenal consumer connection a huge success. Thousands of registrants entered their deliciously sophisticated recipes for a chance at a killer $25,000 grand prize.
Mezzetta, a Napa Valley California producer of fine Italian specialty foods that holds number one brand in many national grocery store categories, engaged Insite years ago to freshen their brand, re-develop their web, and build ecommerce capability and a consumer recipe database system. Since then Insite has developed a suite of consumer relationship tools such as a consumer blog, database management, promotions activation and customer relationship management for email campaigns.
This latest contest utilized all these assets in concert. Starting with web announcements and email to fans of Mezzetta and the press, the contest pulled 10’s of thousands of hits per month to Mezzetta’s main and contest sites as well as the blog. Thousands of successful entries were collected and judged by the Mezzetta kitchen staff and a winner was selected and announced in October via the same channels.
The result was hundreds of thousands of brand impressions among highly engaged and on brand consumers, and, incredible online and social media distribution — all on a responsible budget.