Tutti contro Master of Pasta
Voiello wanted to capitalise on the success of the Master of Pasta contest, which was created for the digital promotion of the brand’s partnership with MasterChef Italia. So the “Tutti contro Master of Pasta” (The Rest against the Master of Pasta) contest was created, in which the contestants created their own Mystery Boxes and chose a type of Voiello pasta and six ingredients to challenge Simone Finetti, the first Master of Pasta.
Connexia was tasked with creating the contest’s graphic concept, developing a dedicated website, and handling the initiative’s communication activities on social media.
The contest ran for three months and during this time the number of Facebook fans increased by 43% and the interview with the winner clocked up 712,000 views.
One of the participants was picked every week to win a Voiello Kit and the “creators” of the thirty most-voted Mystery Boxes took part in a casting call organised by the Magnolia production company, which selected eight people.
At the end of the first phase eight “Simone vs contestant” challenges using the Mystery Box that had been created were recorded.
CASE STUDY IN 3 STEPS
challengePromote the “Tutti contro Master of Pasta” online contest.
solutionCreate the graphic concept, design the dedicated website, and activate social channels to communicate the initiative.
resultExcellent user engagement and 43% more Facebook fans.