Over the past three years, we have helped Twitter pioneer breakthrough food truck experiential marketing campaigns. For the 2019 Women’s World Cup, Twitter challenged us to create a one-of-a-kind experience that would drive buzz around the team’s success through digital content, culminating through the use of hashtags and tweets. They also wanted to use this opportunity to celebrate their new marketing campaign #StartWithThem, which promotes the quality of their audience to advertisers. To show the utmost support for the team and raise the level of excitement, we needed to create an unforgettable experience for attendees that would lend itself to shareable and viral content.
We organized a three-day branded promotion tour around NYC that targeted media agencies of all sizes. We transformed a traditional food truck into an immersive Twitter branded vehicle and soccer-fueled interactive experience. With a fully customized wrap that displayed Twitter’s branding, the Women’s National soccer team, and the #StartWithThem hashtag, all heads were turned to watch the event unfold.
As guests trickled down from their offices, they were greeted with a chance to win prizes and receive French-themed culinary treats. Hand-cut French fries that were crisped to perfection were served with guests’ choice of our homemade dipping sauces, including spicy ketchup, garlic aioli and blueberry barbecue (the colors of the French and American flags). Guests were also treated to NYFTA’s secret recipe for fancy French sparkling lemonade served in Twitter branded Mason jars that guests could keep. To top it all off, every guest had the chance to spin the prize wheel and win Twitter branded prizes that ranged from vuvuzelas to lounge chairs to Apple TVs and Airpods!
- Liz Lenahan, Marketing @ Twitter
Over the course of three-days, we served 6k guests from 12 of the most well known media agencies in New York City, including 360i, Horizon Media, and VaynerMedia to name a few. Between the USWNT official username and individual player’s accounts, they gained a gross number of 27.5k new followers. Everything - from the gourmet food to winning big prizes to a exclusive experience - brought the excitement for the Women’s National Soccer Team to a whole new level.
French fries and sparkling lemonade