RECAP

ELITE EATS 2017

RECAP OVERVIEW

ELITE EATS: 64 DISHES…1 CHOMPION

Elite Eats, a bracket-style competition between 64 Atlanta restaurants, has been Atlanta Eats’ most engaging, most participated in initiative for four years running. Each restaurant, including 16 restaurants chosen by Bud Light, selects a signature dish to go head-to-head against another dish in online voting throughout the month of March. The dishes are divided into four categories: Insane Italian, Around the World, South Rules, and Bar Bites. Passionate fans vote online for their favorite dishes, and each winning dish moves on to face another competitor in the next round.

BACK TO THE BASICS…

Atlanta Eats sought to accomplish the following Bud Light marketing/business objectives:

  • Reinforce the connection between the Bud Light brand and sports through a bracket-style Atlanta restaurant dish competition in the month of March 

  • Activate key Bud Light restaurant accounts through the competition
  • Create and execute a fun, exciting social media program that engaged consumers and restaurant accounts alike, with Bud Light heavily featured in the campaign

ELITE EATS PROMOTIONAL VIDEOS

OVERVIEW: Atlanta Eats created three short-form promotional videos to spread awareness about Elite Eats. These were used on Atlanta Eats TV as well as on digital and social channels. Two videos introduced the four divisions (South Rules, Insane Italian, Around the World, and Bar Bites) that the competing dishes were categorized into, promoted the friendly competition, and encouraged fans to go vote for their favorite dishes online. The third video featured the Chompion (winning dish), Ba Bellies’ Pork Baos. 

 

PROMOTIONAL TV MEDIA: MARCH 18 THROUGH APRIL 9

  • Two weekly videos, :15 and :30 seconds in length respectively, aired a total of 6 times during flight on Peachtree TV at 7:30PM on Saturdays and 10:30AM on Sundays

  • Total estimated TV impressions: 300,000

DIGITAL ACTIVATION OF CONTENT

OVERVIEW: Leveraging the promotional videos created as well as media from the restaurants themselves and from Atlanta Eats’ prodigious library of footage, the Atlanta Eats team developed a heavy content schedule promoting the initiative on web, social, and email channels. These posts were meant to promote Bud Light and drive fans to vote in the competition; all included Bud Light’s logo or tagged Bud Light, and all ended with a call to action to vote at the link. 

BUD LIGHT RECEIVED:

  • A competition landing page on Atlanta Eats home page for 4 straight weeks
  • Inclusion in the Atlanta Eats email newsletter (distributed weekly to 30k people)
  • 100+ organic posts on Atlanta Eats Twitter, Facebook, and Instagram feed
  • Hundreds of additional organic social posts from competing restaurants, PR companies, fans, and more

Total Estimated Impressions : 1,517,400

RADIO EXPOSURE

Mara Davis, host of Atlanta Eats Radio and co-host of Atlanta Eats TV, is also featured on Q100’s The Bert Show which has a massive following in the Atlanta area. Mara promoted Elite Eats to her fans via her own personal social channels, and she also gave it a shout out during her weekly segment on The Bert Show.

PRINT MEDIA

Many of the participating restaurants encouraged onsite activation, using Elite Eats table tents, flyers, and signage in their stores. Additionally, Elite Eats 2017 was featured in local paper the Gwinnett Daily Post, as five Gwinnett County restaurants were among the 64 participating.