Barbecue-themed prizes, Twitter parties co-hosted by notable barbecue experts, and tips shared across multi-channels increased campaign sizzle.
A whopping 80 percent of U.S. households own a barbecue grill or smoker. The next challenge, according to the Hearth, Patio & Barbecue Association? Increase the proficiency of backyard chefs across America to ultimately increase demand for barbecues and barbecue accessories.
We fired up National Barbecue Month in May by sharing tips and techniques, recipes and tools with all barbecue fans – from Tenderfoots to Chief Pitmasters – through an engaging, socially driven campaign called “What Kind of Barbecuer are You?” As its center, a personality quiz identified participants’ barbecue personalities based on skill level, offering recommendations to up their game and encouraging social sharing of their newly discovered personalities. Barbecue-themed prizes, Twitter parties co-hosted by notable barbecue experts, and tips shared across multi-channels increased campaign sizzle.
The month-long “What Kind of Barbecuer Are You?” social campaign generated:
- 33 million media and social media impressions
- Nearly 8,000 quizzes taken
- 5,689 online stories created by Facebook fans, reaching 277,611 people
- A doubling in May HPBA.org traffic compared to the prior year