JNTO is the Japanese government agency charged with promoting travel to Japan, which they do under the “Visit Japan” moniker in the United States. In January 2018 JNTO was looking to build a following and create buzz for their newly launched US Instagram profile @visitjapan.us.
Budding Culture was asked to create a 6 week promotion that would boost the @visitjapan.us Instagram following while creating buzz and engagement among US millennials.
The Solution: #JapanFoodBattle
Millennials love sushi and ramen—How about we have them pick a side and let’s see who wins! We encouraged Instagrammers to tag their favorite sushi or ramen photos with @visitjapan.us and #JapanFoodBattle, as well as their support for either #TeamRamen or #TeamSushi, for a chance for to win a trip to Japan. In addition, all entrants received a unique contest url to share with friends. Use of this url rewarded participants with bonus chances to win.
#JAPANFOODBATTLE blew up, engaging thousands of #TeamRamen and #TeamSushi lovers across Instagram, Facebook and YouTube over the 6 week campaign. Can you guess who won? It was a boon for the sushi, ramen and travel industries, and this good hearted rivalry continues to rage on to this day. Did we mention the campaign was an ADDY award winner in 2019 ;D!
NEW INSTAGRAM FOLLOWERS
For years sushi has been the unquestionably most popular champion of Japanese food in the US, but in recent years ramen has risen as a formidable challenger. And now it is time to choose a victor…
Are you #TeamSushi or #TeamRamen?
Encourage Instagram followers to tag their favorite sushi or ramen photos with @visitjapan.us and #JapanFoodBattle, as well as their support for either #TeamRamen or #TeamSushi
Contest Landing Page
Landing page featuring an Instagram feed of all #JapanFoodBattle photos, and a contest entry form where participants could vote their support for either #TeamSushi or #TeamRamen.
Built to Share
Participants were encouraged to pledge support for their side by sharing their favorite sushi or ramen photos on Instagram. In addition, all entrants received a unique contest url to share with friends. Use of this url rewarded participants with bonus entries.
A highly motivated army of 30 Instagram foodie supporters were enlisted to pledge their support to either #TeamSushi or #TeamRamen, and encourage their followers to pick a side and join the debate.
A 60 second hype video was created for Instagram, YouTube and Facebook featuring our combatants depicted in a retro animated Japanese Anime world.
Throughout the 6 week contest period, @visitjapan.us shared posts on Instagram sharing unique, regional and otherwise rare to find sushi and ramen photos from across Japan, educating followers about both cuisines and the destinations associated with them.
Thousands of New Highly Engaged Followers
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