Heritage British cooker brand Belling is the headline appliance supplier to the BBC Good Food Shows, and Umpf was tasked with creating a fun and interactive social and PR element to be implemented on-stand at the 2013 winter event.
We wanted to create a tool powered by social media, bringing a much-loved historic brand further into the digital age and drawing the Good Food Show’s 80,000 visitors towards the Belling stand while also spreading festive cheer to those not present at the show.
When considering ideas for the Belling stand, we couldn’t think of anything that evoked the feeling of Christmas more than a festive family portrait. So, in order to make the traditional family snap a more engaging and digital experience, we set about creating the BBC Good Food Show’s first ever Twitter Mirror.
We began working with developer Rick Harrison and creative agency Uniform to create the Twitter Mirror microsite. The Twitter Mirror would allow BBC Good Food Show visitors to snap a portrait on-stand, tag themselves in the tweet and send via the @BellingUK Twitter feed.
In order to create an exciting backdrop for each portrait as well as crafting an additional talking point on-stand, we also commissioned cake artist Connie Viney to build a giant gingerbread house – eight feet of gingerbread, icing and sweets, inside which Connie would decorate personalised gingerbread people for stand visitors during the show.
The Twitter Mirror was mounted onto the wall of the Belling stand which was designed to look like a fireplace surrounded by family portraits – images used in frames around the Twitter Mirror exhibited Belling’s 100-year history in Britain (and the Twitter Mirror usage terms and conditions). The monitor was designed to match the other frames on the wall and was decorated with a Christmassy wreath, while festive props were also hung nearby for visitors to use in their photographs.
Each image taken during the five-day show was automatically tweeted from the @BellingUK Twitter account, and users were invited to edit the tweet to tag themselves as well – a ‘retweet to win’ competition aspect was included to encourage social sharing. The images were also automatically put into an album on Belling’s Facebook page so that Good Food Show visitors without Twitter weren’t excluded from snapping their festive portraits.
With Twitter’s tweet limits in mind, we also created a contingency account that we could easily switch to tweeting from if our outputs became too frequent, although fortunately this wasn’t needed during the show.
The BBC Good Food Show plays host to a number of popular celebrity chefs, from Mary Berry to Stacie Stewart. During the event we approached influential figures to try the technology including Paul Hollywood (196,000 followers), Rachel Allen (27,000 followers) and Lisa Faulkner (85,000 followers).
The Twitter Mirror was a great success during the BBC Good Food Show – families, couples and individuals all sought out the stand after hearing about it at the show and via social channels. Many of the celebrity chefs present at the show used the Twitter Mirror, tagging themselves and retweeting their portraits. The Twitter Mirror was successful in both creating buzz at the BBC Good Food Show and driving traffic to / creating engaging content for Belling’s social channels.
* Reach on Twitter: of 72,000+
* Visibility to 80,000 BBC Good Food Show visitors
* Celebrity users included:
PR & social media, with a bit more