Barilla, the #1 pasta in the world, was looking to increase category share of pasta and sauce in US retail and re-establish itself as the authentic Italian supplier in North America. To achieve this, Barilla Italy had created a global experiential event “Casa Barilla” (virtual tasting tour of Italy’s regional cuisine), and aimed to hold this event in New York’s Central Park & launch it in Times Square. This event featured a concert given by Barilla’s global brand ambassador, famed opera singer Andrea Bocelli, in New York’s Central Park.
Leveraging the event, Queue, the brand activation agency for Barilla USA, created the Casa Barilla Instant Win Game, enabling consumers to win free tickets to the concert or a grand prize trip to NY with front row tickets.
Leveraging Andrea Bocelli as a key influencer, the instant win game was promoted across all media channels, TV, public radio, print, digital and in-store.
To drive trial, the instant win game was featured on packages of pasta & sauce and promoted on their in-store merchandising.
Consumers could also play the instant win game online, while taking a viral tour of Italy, downloading regional recipes & getting coupons.
The instant win event generated desired lift, increasing pasta volume 8% and sauce volume by 5% during the promotion period. The instant win online game increased unique website visits by a whopping 200K and digital coupon downloads an amazing 150K while increasing social media engagement and Barilla’s social community.