Some details
TAPPING INTO INSTAGRAMMERS', PASSION FOR FOOD TO PROMOTE TRAVEL
SITUATION
JNTO is the Japanese government agency charged with promoting travel to Japan, which they do under the “Visit Japan” moniker in the United States. In January 2018 JNTO was looking to build a following and create buzz for their newly launched US Instagram profile @visitjapan.us.
Budding Culture
was asked to create a 6 week promotion that would boost the @visitjapan.us Instagram following while creating buzz and engagement among US millennials.
SOLUTION: #JapanFoodBattle
Millennials love sushi and ramen—How about we have them pick a side and let',s see who wins! We encouraged Instagrammers to tag their favorite sushi or ramen photos with @visitjapan.us and #JapanFoodBattle, as well as their support for either #TeamRamen or #TeamSushi, for a chance for to win a trip to Japan. In addition, all entrants received a unique contest url to share with friends. Use of this url rewarded participants with bonus chances to win.
RESULTS
#JAPANFOODBATTLE blew up, engaging thousands of #TeamRamen and #TeamSushi lovers across Instagram, Facebook and YouTube over the 6 week campaign. Can you guess who won? It was a boon for the sushi, ramen and travel industries, and this good hearted rivalry continues to rage on to this day. Did we mention the campaign was an ADDY award winner in 2019 ,D!