If a brand debuts a major activation and no one posts photos of it to Instagram, did it really happen?
Godiva Chocolatier designed part of a new product launch to promote social sharing. The Godiva Truffle Takeoff Tour is introducing truffle flights, which package six truffles along a similar theme, arranged by intensity, like wine or beer flights. At the New York kickoff September 17 at Gansevoort Plaza, passersby could sample truffles and pose for photos in front of six tableaux.
Playing off of the campaign tagline of "every truffle tells a story," the tongue-in-cheek scenes included the tiramisu truffle's "Tiara Miss-U Pageant," where people could wear tiaras and sashes on a stagelike setting, a "Take Flight" scene in which people stood in front of wings created from frilly feathers, and a sports-theme "It's Crunch Time" scene in which people could lift dumbbells that had giant nut truffles in place of weights. Social posts that used the #TruffleTakeoff hashtag were displayed on a large screen at the event.
"We are bringing the truffle to life in an Instagramable way," said Larry Abel of Abel McCallister Designs, which designed the event for Godiva.
The scenes were affixed to a six-sided structure that is traveling to the other stops on the tour: Atlanta, Dallas, and Los Angeles. Alison Brod Public Relations handled the event management and publicity at the event.
In another social component, Godiva encouraged New Yorkers having dinner in the meatpacking district to tweet or Instagram photos of their meals to @GodivaChoc or use the campaign hashtag. Godiva chose three winners, paying their bill and sending a car from Uber to pick them up and bring them to the activation. Godiva then provided truffles for dessert.
"We wanted to get out the word and have big buzz," said Jill Gabin, senior director of marketing and communications at Godiva. "It's not just giving out samples. It's a whole educational program."
The activation also had a V.I.P. component. In a tent on site, Godiva hosted flight tastings for bloggers and other influencers that were narrated by global senior chef chocolatier David Funaro. The centerpiece of the tent was a custom 16-seat table that continued up the wall. The glass-topped table provided a view of meticulously arranged whole fruits, nuts, cinnamon sticks, coffee beans, and, of course, truffles, all set in a melted chocolate base. The items reflected flavors used in the truffles.
"We thought it was a great visual way to learn about the flights as the chef talks," Abel said. "Everyone loves a dining room table. It's a feast for the eyes."
