Philips FOODATHON 2012THE CONCEPT – recognizing the importance of online food influencersFOODATHON is a movement to recognize the growing passion for food amongst Indians. This passionmay 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 influencershas emerged to share rich content with respect to food recipes, eating out, cooking ingredients andkitchen appliances, to make the entire experience around food more exciting than ever before. Thisevolution is being driven by online influencers.Hence, the first pit spot in this movement was an offline event (Delhi’s first FOODATHON) thatrecognized the importance of online food influencers. These influencers consisted of food & lifestylebloggers and online food community owners. This event became the Philips FOODATHON; primesponsors being Philips, secondary and location sponsors The [V] Spot Café + Bar and other sponsorsincluded Dunkin Donuts. Consulting partners to this event was Chef At Large, one of the leading foodblogs in India. The concept (FOODATHON) and event organizer is 20:20MSL. The event was held onOctober 27th, 2012.PRE-EVENT SOCIAL MEDIA BUZZ – leveraging social media for creating pre-event excitementThe 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 buzzraised the Facebook like’s to 1757 and Twitter followers to 120 in less than 2 months. The buzzattracted interest from the media as well, who wrote in to the FOODATHON inbox inquiring about moredetails.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.
THE EVENT – a marathon of food activities & sessions, with an amazing number of online foodinfluencers in a room; the event trended on Twitter, in Delhi, for 40hours 53 attendees, including Delhi NCR’s top online food and lifestyle bloggers Sid Khullar, Editor, Chef At Large, spoke on the emergence of food blogging Philips spoke about their company and products; specific importance was provided to their hero product – The Philips Air Fryer Food Tasting – a session of food tasting, all cooked from the Philips Air Fryer, was undertaken Food Photography – Mr. Hemant Sud, Principal Photographer and Director at Abraxas Photography, spoke about food photography Food Plating – Chef Darren Conole, Executive Chef, Shangri La, held an interactive session on food plating, that also included an on the spot food plating contestEnclosed below are details on the social media engagement and achievements at the event: The official hash-tag for the event was #PhilipsFOODATHON The attendees checked in at the event using the hash-tag and the handle @Vspotcafebar The volume of the tweets was soaring high even at the start of the event! The hash-tag #PhilipsFOODATHON was trending on spot 2 in Delhi within 30 minutes of the event commencement The hash-tag #PhilipsFOODATHON was trending on Twitter for more than 40 hours As of 31st October, 2012 the hash-tag #PhilipsFOODATHON has been used in 547 Tweets of which 496 tweets received during the period of the event (as per Tweet Archivist) The pictures of the Diwali special donuts by Dunkin Donuts were shared in huge numbers
The topmost online contributors were @luckyankit , @nirjhara, @Soravjain, @djatul, @faizanpatel and @twilightfairy (as per Tweet Archivist) Apart from the hash-tag the key words in the tweets were ‘food’, ‘chef, ‘Delhi’ and ‘fun’ (as per Tweet Archivist) 74.77% of the total Tweets were fresh Tweets and only 25.23% were re-Tweets (as per Tweet Archivist)POST EVENT The Facebook FOODATHON community is now (as on November 16, 2012) 4300+ and twitter followers are 157 The community continues to be highly engaged ***