This year we were filled with exciting projects for our clients, but nothing quite as exciting or educational than the McCann Port of Spain-led “MAGGI® Jamaica’s We Jammin After Work Party.”
The concept for the event was proposed by CMM Culinary and developed in conjunction with McCann Port of Spain. The driving aims were to increase brand awareness and visibility, to push growth in the MAGGI® Jamaica brand’s social media communities and allow the fans to meet and engage with the brand in an offline setting. The concept of Facebook or Twitter Parties was used as the reference model for the event but adapted to allow for simultaneous, multi-channel event engagement.
McCann Port of Spain conceptualized and provided all event branded designs and assets with the guidance of the MAGGI® JM team.
We had attendance of over 300 people. The Worthington Spanish Court Hotel was transformed on the night of April 28th and patrons were greeted with free samples, fun activities and entertainment. Online audiences were able to view the real time action via Facebook Live and Instagram Stories on MAGGI® Jamaica’s social channels.
During the event there were simultaneous social media channel posts across Facebook and Instagram facilitated by the McCann Digital team and Nestle Jamaica’s PR and Communications Manager. The mechanics of posting utilized (3) smartphones, 2 laptops for real time video edits uploaded all via the venue Wi-Fi and additional data for on the go mobile coverage. The host of the event was popular radio DJ – DJ Sparks. She posted live to her massive online fan base and encouraged patrons to do their own social media posts, tagging the brand pages and using the hashtags. This enabled the brand to repost and endorse some of the suitable content in real time.
Event Wrap Up
Fan response was impressive with increases to the social channels numbered in the 1,000’s. Facebook likes increased to over 59,000 and Instagram followers increased to over 2,000 followers. Over 200 photos were taken by patrons in the special photo op booth and this seemed to be one of the highlights of the evening. The online sentiment attached to event content such as photos and video clips has been overwhelmingly positive to date. A post-event survey was designed and distributed via email using the Eventbrite attendee listing one week after the event.