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In 2017, Sydney Markets saw an opportunity to launch Paddy’s Night Food Markets. More than 20 food trucks, free arcade games and live music; hosted in the perfect urban setting – their enormous car park – every Saturday night.
We needed to launch this new concept to young families and people, establishing it as the hottest urban food event in the area. Chasing Albert created a campaign than targeted primarily online media. It connected with macro and micros influences that embodied the relaxed and street cool factor of the West. Snapchat was our tool of choice, as we a social media focus to help brand the event and encourage user generated content.
So, how did it go? We’ll let the results speak from themselves. It was a full event on opening night, with lines of up to 45 minutes per food truck – and there were 20! The event continued to be packed out for the campaign duration. The markets received 50 pieces of coverage, and 60 million coverage opportunities to see. We also rocked it on socials with 126k views on Snapchat and 321k influencer contact reach.
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