Title	THE 1ST #PAYWITHAPHOTO FOOD TRUCK BY OLD EL PASO (FRANCE)
Brand	GENERAL MILLS
Product/Service	OLD EL PASO RESTAURANTE
Category	C03. Use of Social Platforms
Entrant	ROSBEEF! Paris, FRANCE
Idea Creation	ROSBEEF! Paris, FRANCE

Name	Company	Position
ANTOINE DAVID	ROSBEEF!	CEO, HEAD OF STRATEGY
FRANS MCCABE	ROSBEEF!	CEO, HEAD OF CREATIVES
PRISCILLE KRUITHOF	ROSBEEF!	SALES DIRECTOR
XAVIER DELELIS-FANIEN	ROSBEEF!	HEAD OF SOCIAL WEB
MICHAEL GAYET	ROSBEEF!	SOCIAL MEDIA STRATEGIST
EVA CHARPENTIER	ROSBEEF!	SOCIAL MEDIA PROJECT MANAGER
MELODY HARY	ROSBEEF!	ART SUPERVISOR
LEILA TOUITI-ROSE	ROSBEEF!	HEAD OF COMMUNICATIONS
RENAUD VILLERS	ROSBEEF!	ACCOUNT DIRECTOR
FLORENCE SEITE	ROSBEEF!	EVENT PROJECT MANAGER
JULIE HADDADI	ROSBEEF!	ART DIRECTOR

The Campaign

To offer a great on the ground experience for foodies, we created the Old El Paso food truck, touring in the streets of Paris during 2 months: from media newsrooms in September to influencers and Parisian pedestrians in October. To amplify socially this event and create word-of-mouth on social networks, we created the first ever #PayWithAPhoto mechanics in France. To get their delicious cooked taco, participants were invited to take a photo of the Old El Paso food truck and publish it on Facebook, Instagram or Twitter with #1PhotoPour1Taco (#1PhotoFor1Taco).

Campaign Success

Time 1 - Press From Monday 21 September to Thursday, 24 September included Tasting from 12:30 to 14:30 Time 2 - Evening bloggers, influencers Thursday, September 24 Tasting from 19:00 to 22:00 Time 3 - public Saturdays 10, 17, 24 and 31 October Saturday, October 10: Beaubourg Saturday, October 17: Place de la République Saturday, October 24: Place de la Bastille Saturday, October 31: Rue de Provence Tasting 12:00 to 8:30 p.m. 1 PR announcement of the food truck Sent on August 25. Invitations journalists Sent on September 1st Invitations bloggers Sent on August 27 1 press presentation of Restaurante range On August 31

Describe the success of the promotion with both client and consumer including some quantifiable results

- Hundreds of #1PhotoPour1Taco publications have reached 182,000 people organically in only 4 days, turning participants into active ambassadors of the brand. - The operation has generated more than 7,000 interactions / shares each day of the operation on social networks. - 50% of ambassadors are have been turned into customers thanks to the digital voucher. - More than 125 publications and articles of influencers, have relay the operation to foodistas communities. Globally, the operation has reached 7.3 M contacts through organic viralisation, paid media and digital PR whereas only 3,200 tacos were distributed thanks to the event tour.

Explain why the method of promotion was most relevant to the product or service

Old El Paso France created a social food-truck with a mechanical titled #1PHOTOPOUR1TACO (pay with a photo) combined with a tour of Paris. To amplify this event operation on social networks, Old El Paso set up for the first time in France, the #PayWithAPhoto system: a food-truck's photo posted on social networks in exchange of a tasting taco "Restaurante ".

To drive participants to the store, we created the social accounts of Old El Paso foodtruck on Facebook, Instagram and Twitter. Each time a participant published a photo with #1PhotoPour1Taco, the food truck accounts replied immediately rewarding them in a funny way with a digital voucher. To drive foodies and spread the word over these communities, we proposed to use social media ads, geolocalised to drive traffic to the food truck and targeted precisely to foodies communities and influencers.