Tweet for a Table!

The Co-operative came up with a fantastic idea to drive engagement and showcase their tasty food by bringing 'pop-up' restaurants to main cities in the UK. Diners were asked to 'tweet for a table' with the offer of a free meal! This concept derived from their objective of appealing and building up a relationship with the younger generation. What better way to reach the younger generation than offer a free meal and communicate with them through the channel they use commonly?!

When I was in London last weekend, my friends and I visited the 'pop-up' restaurant on the Southbank! I had already heard about this concept through twitter where friends of mine were doing exactly as The Co-operative had asked and tweeted for a table! We got the choice for a completely free meal, glass of wine and were encouraged to take photos with props and post these on social media for the chance to win a holiday to Turkey!

The Co-operative got this experiential and social media campaign exactly right. Diners would promote the food and free meal on social media so all their followers and friends would find out about it too and through giving away delicious free meals it is promoting how good their food tastes and what meals you can rustle up from ingredients bought in their stores. The Co-operative understood perfectly how to get the younger generation engaged and talking; increasing the likelihood of an affinity with this brand. A great unique idea and one that shows a brand really understand how to reach their target audience.