Case Study:
The Burger Expo
Featuring Alvin Cailin (Burger Show)
The Brief
Tropicool were engaged by The Burger Collective to create a marketing exercise for their app and host a one-of-a-kind burger expo that Sydney had never seen before.
The challenge was to book a world renowned chef synonymous to the burger culture in Australia as the champion of the event, to help promote the authenticity of The Burger Expo in its debut year.
Event Details
➜ Date: Sunday 11 August 2019
➜ Event: The Burger Expo featuring Alvin Cailan (Eggslut/ The Burger Show)
➜ Venue: Entertainment Quarter, Moore Park
➜ Capacity: 2500 per session
➜ Target Audience: Food and beverage lovers, burger enthusiasts, couples, families,
➜ Drinks: Beer, wine and gin cocktails
➜ Event Concept: Burger expo
Key Objectives
➜ Establish the concept and bring it to life in an authentic way
➜ Establish The Burger Expo concept and bring it to life in an authentic way
➜ Tour a high profile celeb chef that is well known in the burger community i.e. Alvin Cailan's first trip to Australia
➜ Secure the appropriate event brand partners and funding
➜ Book and curate all music, talent and entertainment
➜ Create a unique marketing campaign
➜ Execute a full national publicity campaign
➜ Deliver an influencer marketing strategy prior to the event, during and post event.
➜ Brainstorm, coordinate and manage all activation pillars i.e. Westwinds Gin masterclass, TABASCO® education and pairing class, TABASCO® chilli eating comp, FIFA play zone, Lawn bowls area
➜ Bring on dessert partner
➜Target 4500 ticket sales
➜ Organise decor and production
➜ Venue liaison
➜ Project management
Overview
On August 11, Market Canopy (Sydney’s Entertainment Quarter) hosted The Burger Expo; a burger enthusiasts dream! Hosted by The Burger Collective; Australia’s number one app for finding the best burgers in town, the expo showcased a top selection of burger restaurants, all in the one place. The Burger Collective app currently with over 900 restaurants signed up, was born from the sheer frustration of not being able to find good burgers around Sydney. After succeeding to help burger lovers around the country find the best restaurants through the app, The Burger Collective have now brought their concept to life.
To help celebrate this huge culinary experience for burger lovers everywhere, The Burger Collective together with Tropicool brought world famous chef Alvin Cailan down-under. Alvin created one of his signature burgers for the event - which sold like crazy!
Alvin Cailan is the founder of Eggslut; one of the most famous food concepts in America. Alvin also hosts The Burger Show - a viral series where he films some of his most famous burger creations together with celebrities. Alvin originally started EggSlut as a pop up. The idea exploded and is now a breakfast hotspot across various locations in the US, and the foundation of L.As grand central market. The Burger Expo was Alvin’s first visit ever visit to Australia, quite a coup!
Some of Australia's most popular burger restaurants came on board to collaborate with Alvin, and celebrate and serve one of the world’s best creations. From Sydney, Loaded by BL, Happy Ending Burgers, Burger Point and Burger Head served their best burgers. To complete the list, the expo hosted Mondaze from Brisbane and Monroes from Melbourne. To top off a perfect menu, Artisanal gelato institution Cremeria de Luca served their famous gelato burgers!
In addition to the food, The Burger Expo hosted various areas for event goers to enjoy. These included a lawn bowls area, interactive gaming area, Burger games and masterclasses. TABASCO® Brand hosted a food pairing activation where they paired various pepper sauces with burgers. Urbanears, Aarke and Six Barrel Soda hosted “Sound Bites” a culinary activity for burger lovers to participate in. Combining all of our favourite things; burgers, beats and booze, Sound Bites showcased how sound plays a part in enhancing the overall taste experience. To round it off nicely, live music brought the good vibes all day. Drinks were provided by I AM GEORGE WINES and Australian brand West Winds Gin. Premium brand West Winds activated masterclasses on the day; accessible via registration upon entry to the expo.
The inaugural burger expo exceeded the attendee target of 4500 people with just under 6000 people attending the day.
See you in 2020!
Brand Focus: TABASCO®
TABASCO® partnered up with Mate Burger to create a menu inspired by TABASCO® sauce which was a hit!
TABASCO® set up an education and pairing class for consumers, tickets were limited and were snapped up quick!
TABASCO® sorted out attendees with complimentary gifts
The Chilli comp was presented by TABASCO® for the die hard fans. This went down a treat receiving the most crowd reaction from attendees.
As the burgers progressed, the TABASCO® sauce got hotter and hotter!
Tables were set up with TABASCO® branding and sauce pumps.
Mini TABASCO® bottles were gifted to patrons
We created exclusive photo and video content for TABASCO® including a 30 second highlights video capturing the chilli competition, brand assets and consumer participation.
As part of the Influencer marketing strategy, we had bloggers tagging TABASCO® throughout the weekend.
The event’s MC mentioned TABASCO® throughout the day and thanked them for their involvement.
Featured on press release and mentions in press articles
Logo featured on all artwork plus landing page
Burger Collective ads on app featuring TABASCO® Alvin Cailan presented the chilli competition
Brand Focus: West Winds Gin
West Winds Masterclasses presented by brand ambassador
Consumers had the chance to be part of a fun filled and informative 35 mins session where the hosts spoke about the origins and the different types of tequila in Reposado and Plata and how to make a Tommy’s Margarita!
Attendees got to sample West Winds Gin cocktail n' neat.
Guests left with a West Winds Gin gift at the end of the session.
Exclusive Spirits sponsor.
Cocktail bar menus featured three West Winds Gin Cocktails
Sold 10 cases of West Winds Gin.
We created exclusive photo content for West Winds Gin capturing the masterclass, brand assets and consumer participation.
West Winds Gin bar assets included bar mats, bar signage at the main bar.
As part of the Influencer marketing strategy, we had bloggers tagging West Winds Gin throughout the day.
The event’s MC mentioned West Winds Gin throughout the day and thanked them for their involvement.
Logo featured on all artwork.
Featured in press release.
Brand Focus: I AM GEORGE WINE
Attendees got to sample I AM GEORGE WINES Shiraz, Chardonnay and Cabernet Sauvignon.
Guests were handed out branded T shirts.
Exclusive Wine sponsor.
Bar menus featured three I AM GEORGE WINES.
Sold 35 cases of I AM GEORGE WINES.
We created exclusive photo content for I AM GEORGE WINES capturing brand asset and consumer participation.
I AM GEORGE WINE bar assets included bar mats, umbrellas and bar signage at the main bar and solo bar
As part of the Influencer marketing strategy, we had bloggers tagging I AM GEORGE WINES throughout the day.
The event’s MC mentioned I AM GEORGE WINES throughout the day and thanked them for their involvement.
Logo featured on all artwork.
Featured in press release.
Gifted Alvin Cailan.
The Results
Snapshot
➜ With a target of 4500 people to attend we exceeded this amount to close to 6000 people attending
➜ Key objective was to bring a well known burger culture icon who hadn’t been out to Australia before, we locked in the Burger King himself Alvin Cailan
➜ Alvin Cailan fulfilled all deliverables engaged with fans, took over 500 photos with fans, met all the vendors, collaborated on a burger collective item and also mc the Tabasco chilli challenge
➜ Content from the event reached over 58,082,954 eyeballs through the combined audiences of publications, TV, radio, influencers and brand partners
➜ Press coverage hit a broad range of media with sizeable reach. Key titles included Daily telegraph, news.com.au, Studio 10, Kiss fm, Sydney morning herald, Pedestrian tv, Complex, Urban list, Concrete Playground, Broadsheet and Timeout just to name a few
➜ Total ad value for this campaign was $156,295
➜ Over 196 Instagram posts/stories with tags from influencers and brand partners
➜ Executed all brand partners on the day
➜ During the campaign period, there were over 1500 app downloads for The Burger Collective app
Influencers
We invited a broad mix of assorted guests to attend the launch and share details across their social pages.
ROI
Total IG Stories / Posts: 196
Total Social Posts: 14
Total Coverage Pieces: 31
Total Reach: 47,852,800 (Online Readership), 58,082,954 (Eyeballs On Brand)
Total Ad Value: $156,295