One has to have one’s head stuck in the ground not to recognize how massively marketing within the industry has been affected by social media. From Facebook to LinkedIn, there seems to be a nearly endless array of access points. Yet the critical question seldom addressed is how to use the new technology effectively.
For four days in March this year, Air France USA showed New York City that they know how to use the new components of the Internet by creatively combining texting and great cuisine with Facebook and food trucks.
Starting with a menu created by Michelin rated Chef Joel Robuchon, an Air France food truck moved out onto the streets of New York, it’s arrival destination pre-announced via Twitter and Facebook. Driving the near viral number of emails that started to zip through Manhattan was the fact that the first class cuisine to be served would be FREE!
Was Air France serious – premiere grilled beef filets garnished with a wine truffle sauce and then smoked salmon and shrimp rondelles for FREE? Absolutely! And here’s why: Through the efforts of the chefs preparing the elegant cuisine (Jacques Lalzace, Paulo Ferreira, Eric Augustine, Henri Alcade and Michel Quissac) Air France USA:
- Gained world-wide marketing exposure
- Obtained thousands of e-mail contact lead addresses
- Localized the image of Air France by requesting diners donate to City Harvest
- Shared with over 3,000 lucky individuals, literally, the taste of first class service on Air France.
Not bad for a single day’s work. Now that’s modern marketing at its best.
Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011