Instead of promoting a very low price, we took a chance and did something unexpected. We made the Smart Menu very expensive and in a completely different currency: the social media one.

More than just buying the menu with likes, teens were facing a social and ego challenge: do you have enough likes to buy a Smart Menu?

By entering our platform and connecting on it with Facebook, teens could see if they can afford the most expensive meal ever (1250 likes). If so, they were given the tools to brag about it all over social media.

If they couldn’t, we also gave them social media insights on how to get more like.

Because this was more than getting a free meal. It was getting social status with it.

We displayed banners engaging the audience to scan their profiles in order to get a voucher for a Smart Menu. We also advertised the Social Currency competition: if you scan your profile you can win a cool social media Snap camera, to be able to share all your amazing pics with your friends.

Display: 15 million impressions, 135k clicks, 4.8 milion users reached

Social media: almost 18 mil impressions, 100k impressions, 1.3 mil users reached from our target

TV: 2 million reached from our target (85%)

A 63.4 % conversion rate, the benchmark being 10 %.