Instagram and foursquare photo contest boosts customer engagement across social-mobile platforms for restaurant chain Barney's Beanery

1. Case Study:
Instagram & foursquare Photo Contest
Barney’s Beanery Increases Customer Engagement
Across Multiple Social-Mobile Platforms

2. Objective:
✦ Increase social-mobile customer engagement and sharing at all
Barney’s Beanery locations
Strategy:
✦ Incentivize photo taking and real-time sharing at Barney’s Beanery
with a photo contest that all customers with smartphones can enter
Contest:
✦ Take photos of your experience at any Barney’s Beanery location
✦ Tag photos to the location via Instagram or foursquare
✦ Three great prizes for each location*
✦ Two week long contest
Curation:
✦ Share the best customer photos to the corresponding Facebook
place pages via MomentFeed throughout and after the contest
* Prizes included getting the winning photo used as the cover photo for the
Facebook place page of the location where the photo was taken

3. Curation & Publishing:
✦ Barney’s Beanery used MomentFeed to share the best Instagram and
foursquare photos from the contest to the Facebook place pages of
the locations where they were taken
✦ Curated customer-generated content enables efficient and scalable
management of local Facebook pages and creates additional
engagement in the form of likes and comments
Local Brand Location-Specific MomentFeed Facebook Local
Advocates Media Content Manager Place Pages Fans
Photos
Aggregation
Curation
Photos
Sharing
Moderation

4. Results:
✦ Customers responded to the contest incentive by taking more photos
even with limited promotion of the contest
✦ When measuring photos as a percentage of total check-ins, Barney’s
Beanery saw a 66 percent increase during the contest
✦ The promotion had a lasting impact as customers continued to take
more photos after the contest than they had before
Photos as
Average Daily Average Daily
Percentage of
Photos Check-Ins
Check-Ins
Before Contest
(4 Weeks) 11 150 7.3%
During Contest
(2 Weeks) 17 141 12.1%
After Contest
(4 Weeks) 17 146 11.6%

5. Results:
✦ Photos were measured against the combined check-ins (Facebook
and foursquare) during the same time period
150
150 146
Photos* 141
Check-ins**
135
120
105
90
75
60
45
30
17 17
15 11
0
4/9 - 5/6 5/7 - 5/20 5/21 - 6/3
Before During After
Contest Contest Contest
* Instagram and foursquare photos
** Facebook and foursquare check-ins

6. Photos Examples:

7. www.momentfeed.com
info@momentfeed.com