2. How could Independent.ie get cut through
at Web Summit 2015 to change
brand perception to be
more relevant to online audiences?

3. #Foodgate
With knowledge that attendees would be charged for
lunch for the first time ever and that the official hashtag
would be cluttered with general Web Summit conversation
we introduced the #Foodgate campaign

4. How did it work?

5. 4,500
gourmet sandwiches

6. monitoried the conversation
& identified the influencers

7. Discreetly introduced the hashtag #Foodgate
through employee personal twitter accounts

8. We seeded out bespoke content
across the twitter platform.

9. people followed

10. The interest grew

11. covered the story

12. It became a leading story for all other publishers

13. our hashtag trended and other brands jumped in

14. Trouble happened,
we adapted our strategy and changed direction.

15. Within 24hrs we had a new game plan

16. Supported by comments on Twitter,
also donated free lunch to all visitors
to the Capuchin Day Centre

17. 8.5m
#Foodgate
64%116
25k
178
The Results
impressions
on Twitter
of all impressions from
mentions
retweets
Advertising
Value Equivalent
€

18. #Foodgate
most controversial topic of Web Summit 2015

19. the only brand to engage in a relevant way
to the audience of Web Summit 2015