Users create new product on facebook
"Configure it, tune it, do it yourself" was the slogan of MAGGI's campaign to get fans of their topfinito convenience food product to create their own favourite dish on www.facebook.com/maggikochstudio. And it's so easy to with the topfinito configurator: Simply choose your favourite ingredients - for example, pasta, meat or cheese - and fine-tune the recipe ideas with a special seasoning. The result is a customized dish; for instance, pasta sausage hotpot with onions and curry à la Robert. The virtual cooks, in this case Robert, then enter their own creation in the competition and get all of their Facebook friends to vote for their favourite dish.
A jury of MAGGI experts, including a nutritionist from the MAGGI KOCHSTUDIO, then rates the ten recipe ideas with the most fans. And the judges then choose the top three finalists from the dishes.
Finally, each with a set budget to spend, the creators of these three do-it-yourself recipes go vote hunting with the help of Facebook engagement ads. The person who gets the most fans wins. The winner can then buy their own tasty topfinito creation in supermarkets next year - MAGGI topfinito dish number 10. MAGGI already has nine own varieties of topfinito on the market.
Neue Digitale / Razorfish combines social and paid media
The digital campaign executed by the Frankfurt-based agency Neue Digitale / Razorfish lets MAGGI address the target audience where they are easiest to find. Employed single men aren't just the main consumers of convenience food, they're also highly active Internet users.
What makes the campaign special is how it combines social and paid media: Neue Digitale / Razorfish grabs attention with banners and gets the audience directly involved on Facebook. The specialists from Frankfurt also developed the Action Tab on Facebook and the product configurator on the MAGGI KOCHSTUDIO website.