The RB/FSTEC awards: digital all-stars
Best social media event
Winner: Buffalo Wild Wings crashes a grad’s party
To kick off its Alive Events campaign, BWW surprised a Minnesota high school senior with an impromptu graduation party on his front lawn after he commented on Facebook that the chain’s wings were the “perfect graduation food.” The company brought games, Vikings wide receiver Cordarrelle Patterson—and, of course, food—and shared a professionally produced video of the festivities on Facebook (14,000 likes) and YouTube (1,000 shares).
Honorable mention: Starbucks plays matchmaker
Love is all about finding the right partner. Starbucks hooked up with Match.com to add a “Meet at Starbucks” feature to the online-dating service’s app that culminated in the World’s Largest Starbucks Date on Feb. 13. Per the Facebook event, hosted by Starbucks, 9,500 people participated.
Honorable mention: Applebee’s earns street cred in Times Square
As part of its marked effort to appeal to millennials, the casual chain threw a party in New York City’s Times Square, which it streamed via live-video app Periscope. Customers shared their pics from the restaurant, which Applebee’s posted on the electronic billboards in real time; it also offered tastings and giveaways from the heart of the city.
Social media marketer of the year (large and small chains)
Best single social media post
Most surprising use of social media
Social media: most tantalizing food porn
Tech accelerator, full service
Tech accelerator, limited service
Tech accelerator, nontraditional