We wanted to do something different and fun in what can be an economically stressful time of year. But how? Careful analysis soon conjured up an interesting fact – teriyaki is from Japan, which is also the home of karaoke. Furthermore, 2011 marked 40 years of the well-loved singing tradition! So we launched a UGC radio campaign, encouraging people to participate in a nationwide karaoke competition by recording their own version of Sweet-Home-Alabama, adapted to fit our offer. We incentivised participation by offering the person with most weekly views on our website the chance to star in our next radio advert.

•The campaign results were impressive, with over 600,000 channel views and an average of 9,236 views per video.•Videos were shared on Facebook over 1800 times, whilst Facebook impressions were estimated at 725,000.•Overall estimated views on Facebook were 65,268.

•Our campaign resulted in a 6% uplift in weekly sales per store off the back of a 15% uplift in customer traffic