Supermarket advertising tends towards being quite traditional, and despite their hunger to find technology that improves customer experiences, we seldom see compelling or engaging social media campaigns.
So we were interested to see an effort by LIDL over in Romania, which seized the summer atmosphere by running a live, Facebook BBQ. The Live Social Grill ran for three days, via a Facebook App resembling a BBQ. Items, mostly meat, were added to the grill every 45 minutes and users were invited simply to tag the meat, and claim it. An interesting twist, those living in Bucharest were then delivered their prize, while those outside the city were given a $3 voucher. Simultaneous to the campaign, at stores across the Capital, BBQ’s were established in LIDL carparks offering shoppers who’d spent over $15 a chance to win some BBQ ingredients. The BBQ’s were also streamed online, bringing the online world offline, and vice-versa.
We love the attempt to bring some of the fun of social media to supermarkets. Supermarket shopping is often a dry affair, and using Facebook to drive visits in store, along with a little brand affinity, can never be a bad thing.