GRILL MAYOR by R/GA New York for Mccormick

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GRILL MAYOR

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Industry Spices & Condiments
Media Promo & PR, Case study
Market United States
Agency R/GA New York
Executive Creative Director Chuck Tso
Creative Director Christian Behrendt, John Berman, Leif Abraham
Copywriter Becca Schepps
Released June 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: McCORMICK GRILL MATES
Product/Service: McCORMICK GRILL MATES
Agency: R/GA
Account Director: Andrea Lennon (R/Ga)
Senior Copywriter: Arye Dworken (R/Ga)
Copywriter: Becca Schepps (R/Ga)
Senior Motion Designer: Ben Plimpton (R/Ga)
Executive Creative Director/Digital Studio: Can Misirlioglu (R/Ga)
Creative Director: Christian Behrendt (R/Ga)
Executive Creative Director: Chuck Tso (R/Ga)
Associate Creative Director/Interaction Design: Danielle Frucci (R/Ga)
Sr. Presentation Code Developer: Dave Digioia (R/Ga)
Open Standards Developer: Drew Petersen (R/Ga)
Interaction Designer: Eugene Ahn (R/Ga)
Senior Social Media Strategist: Gerard Crichlow (R/Ga)
Visual Designer: Giselle Quiroz (R/Ga)
Junior Visual Designer: Jihee Yoon (R/Ga)
Creative Director: John Berman (R/Ga)
Senior Open Standards Developer: Katrina Bekessy (R/Ga)
Creative Director: Leif Abraham (R/Ga)
Technology Team Lead: Mason Robinson (R/Ga)
Senior Producer: Sunya Ganbold (R/Ga)
Vp/Executive Creative Director: Taras Wayner (R/Ga)
Media placement: Social Media - Online - 30 June 2011

Summary of the Campaign
McCormick seasoning brand asked us to kick off the grilling season with a bang.

On Foursquare, there have been office mayors, restaurant mayors, even park bench mayors. We wanted to make a Foursquare mayor an actual mayor. McCormick Grill Mayor was born. Whoever checked into their grill the most over the course of the campaign, would become the real mayor of Hunt Valley, Maryland—home of Grill Mates—for a day.

The concept of being a Foursquare mayor inspired the idea of becoming an actual mayor. We also liked Foursquare for a location-based social campaign, the Foursquare leaderboard reflecting grillers’ devotion and serving as a motivator to grill.

After eight weeks, we had a winner: Andrew Gorgi, who checked in an astounding 849 times at his grill, earning all of the 28 grilling badges along the way, and clinching the coveted Golden Spatula. His grilling dedication helped increased Grill Mates’ Facebook fans nearly 2000%.

The Situation
McCormick seasoning brand asked us to kick off the grilling season with a bang. On Foursquare, there have been office mayors, restaurant mayors, even park bench mayors.

The Goal
On Foursquare, there have been park mayors, restaurant mayors, and everything in between. We wanted to make a Foursquare mayor an actual mayor. Whoever checked into their grill the most, would become the real mayor of Hunt Valley, Maryland—home of Grill Mates seasoning brand—for a day.

The Strategy
We wanted to make a Foursquare mayor an actual mayor. The concept of being a Foursquare mayorinspired the idea of becoming an actual mayor. We also liked Foursquare for a location-based social campaign, the Foursquare leaderboard reflecting grillers’ devotion and serving as a motivator to grill.

Execution
McCormick Grill Mayor was born. Whoever checked into their grill the most over the course of the campaign, would become the real mayor of Hunt Valley, Maryland—home of Grill Mates—for a day. After eight weeks, we had a winner: Andrew Gorgi, who checked in an astounding 849 times at his grill, earning all of the 28 grilling badges along the way, and clinching the coveted Golden Spatula.

Documented Results
After eight weeks, we had a winner: Andrew Gorgi, who checked in an astounding 849 times at his grill, earning all of the 28 grilling badges and the coveted Golden Spatula. His grilling dedication helped increased Grill Mates’ Facebook presence nearly 2000%.