With competition in New Zealand’s online food delivery market heating up, Menulog wanted to increase its brand awareness across the Auckland region, reinforce its position as an innovative food tech company, and increase downloads of the Menulog app. Additionally, it was essential for Menulog to profile and promote its local restaurant partners which meant targeting events with a specific grass roots and community focus.
We dispatched the “Menubots” – specially designed, larger-than-life food delivery robots – to give away free pizza to the masses at Auckland Council’s Movies and Music In Parks events at venues around Auckland. Alongside the Menubots, a team of promo staff also attended 12 of the events – ranging from kid’s music events to Valentine’s Day movie screenings – to give away hundreds of branded Menulog air loungers (and umbrellas if it was raining) to the first 250 attendees who downloaded the Menulog app. The air loungers transformed each location into a sea of Menulog green – and because the events were held in different communities across Auckland, it allowed us to reach new audiences from hugely diverse backgrounds at each event.
The events resulted in strong brand exposure for Menulog. Attendees took merchandise home with them and the air loungers turned up at beaches and other events around Auckland during summer. Across the 12 events, Menulog had an audience of 31,600 people with 30% of people at the Movies In Parks events recognising Menulog as an event partner. The events also resulted in more than 3,000 app downloads, and in excess of 3,000 air loungers, 500 umbrellas, and around 2,550 pizza slices being given away to attendees. We also ran Menulog branded Snapchat Geofilters for each event which resulted in over 25,000 views, allowing us to reach people outside the events. The Menubots were a huge hit, especially with the kids, and were the go-to photo opportunity for movie and music goers.