Objectives

• Create an organic buzz on social media
• Get eager diners, media and influencers talking about lobster on and offline – naturally linking to the brand and its arrival in Cardiff

What we did

• Designed and posted numerous MISSING lobster posters around Cardiff city centre
• Hid 17 plastic lobsters in a mix of big brand stores with a high footfall, as well as smaller independent stores with active social media profiles
• Each lobster was attached to a tag encouraging people to tweet a picture using the hashtag #cardifflobsterhunt – finding a lobster and posting a pic secured a spot at the glitzy launch party
• Worked with social influencers like @ILovesTheDiff and media to share details of the lobster hunt with their own networks
• Encouraged shop owners to tweet mysterious clues about lobsters hanging out in their shop – indirectly suggesting they may be hiding a #Cardifflobsterhunt lobster

Results

• The campaign hashtag #Cardifflobsterhunt achieved:
  • 95 Tweets including 48 direct @ Tweets
  • 61,000 unique views
  • 300,845 timeline deliveries overall

• Interest from local media to create a news story from the social buzz
• Conversation centred not only around lobsters that had been found and those who missed out – but on the opening of the restaurant itself with people adopting the hashtag to engage more generally with the @Burger_Lobster account