Best in Sweden? Your city? Or at least among your friends?
With the app you can shoot from the hip.
Telling my friends I'm better than them. Text says: "This is Roberts 7:th barbeque this season. This makes him the sixth best barbequer in Sweden! Join Lithells Grillogg and go for the grand prize - a trip to Pampas for the whole family.
Lithells
Background
Lithells is well-known for their meat prodcuts such as sausages, bacon and ham. In the spring of 2010 they launched a product line especially for barbequing. The seasoning and the variety of the products made them perfect for south-american style barbeque where the whole meal is prepared on the grill. Asado.
The challenge
First things first. Swedes don't know what asado is. And when it comes to barbeque, sure they love it. But it's more a one-hot-dog-per-person approach than variation. So, how to make this introvert, rational people embrace a food culture based upon diversity and vast social interaction? Make it a contest.
Online activity
In order to be the best asado griller in the country you have to:
1. Barbeque often
2. Put lots of stuff on your grill.
3. Invite friends. Or at least tell them about your barbequing.
So, every time you put something on the grill - take a photo of it. Tag the ingredients and the friends on the image. Give your asado a fancy name and upload it to the contest. Your contribution will automatically be published on the campaign site and also your Facebook wall. The geo-tagging and Facebook connection compares how your barbeque is doing compared to others in the country, city or your Facebook friends. Based on that you climb different charts. Maybe you're satisfied with being the best asado maker among your friends, but if you wanna go for the big prize - look at the chart to the left.
A pretty straight forward online activity with some smart use of geo tagging, Facebook Connect and iPhone features.