Event Marketer and MRD December 2021 - 147

BEST USE OF TECHNOLOGY OR SOCIAL MEDIA
When Nestlé launched its lifestyle-focused frozen meal
brand, Life Cuisine, it was not only up against consumers'
negative perceptions of frozen food, but faced limited
sampling opportunities. Rather than run from emerging food
convenience behaviors, the brand embraced them and delivered
Life Cuisine directly into its targets' homes with the help of a
virtual restaurant and cloud kitchen, and a partnership with
Grubhub.
The opportunity to order a free Life Cuisine meal from
Grubhub was promoted via targeted social and digital ads. To
participate in the program, consumers navigated to Grubhub's
platform on their phones and scrolled through a list of seven
different Life Cuisine options and selected up to two meals
for delivery. Each diner was provided with complimentary
Grubhub Perks, which enabled a completely free and seamless
experience.
Grubhub drivers delivered the frozen items to consumers'
GOLD WINNER
CLIENT: Nestlé USA
CAMPAIGN: Life Cuisine Kitchen
AGENCY: Mosaic
homes, where they could heat them up and enjoy them on their
own time. The drivers who picked up the order were also given
complimentary Life Cuisine coupons (nice touch).
To accomplish its lofty goal of delivering a 100-percent
free experience via a food delivery app, Nestlé worked closely
with Grubhub to overcome back-end app challenges-prior to
the program, Grubhub and its competitors had not deployed a
sampling campaign with a stand-alone restaurant that offered
diners free meals.
In the end, Nestlé's first direct-to-consumer play was a hit,
earning a five-star diner rating on Grubhub and lifting sales at
local retailers by 91 percent.
BEST USE OF TECHNOLOGY OR SOCIAL MEDIA
Corona is known for its beachy imagery and efforts to protect
the seas, but it also has roots in sneaker culture. That served as
a catchy hook for a campaign designed to elevate the brand's
Texas Longhorns basketball partnership through a culturally
relevant and tech-forward fan experience.
At the heart of the sponsorship campaign was a
SILVER WINNER
CLIENT: Constellation Brands
CAMPAIGN: " Horns Up Limes In "
AGENCY: Groove Jones
sweepstakes that promised to gift 12 lucky winners a pair of
" Horns Up Limes In " (HULI) Corona x Texas Longhorns kicks
created by custom shoe designer Jake Danklefs. Recognizing
the power and cultural significance of unboxing videos in
streetwear culture, Corona sent the sneakers to a collection
of influencers, in boxes that replicated the look of a Corona
beer case and included a Texas Longhorns exterior. When the
box was opened, the sides collapsed to reveal the custom
shoes, and a Corona HULI beach basketball court. The box then
converted into a mini " pop-a-shot " basketball hoop. Recipients
eagerly posted their unboxing moments on social, showing the
brand in a whole new light.
Corona also engaged consumers at scale with a web-based
augmented reality experience that transported users to the
beach, where they were tasked with finding a shoebox. Once
they located it, they could rotate the shoe for a closer look, then
click a button to enter the sweepstakes.
The campaign earned Corona more than 85 million social
and earned media impressions in the U.S. alone. Bottoms up.
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Event Marketer and MRD December 2021

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