Feb 2011 Cream Cheese? Real Women of Philadelphia
This case study grabbed my attention from Fast Company and then ClickZ. The promotion is fairly common for a user-gernated competition to get people excited about recipes involving a specific product, but what is less amazing are the results.
8 Month Campaign
Paula Deen celebrity Food Network Star
Launch video had celeb request recipes
2 winners from each week compete in final showdown
winners host next season’s competition
YouTube takeover on launch day
Launch video seen by 51m people
10m watched the entire video
100k clicked through (1%)
25m recipe views
691,241 visitors who spend an average of 4:28 on the site. There are 4,373 registrants on the site.
Philly’s sales up 5%