Springbox and Central Market Bring Passport Argentina Online
Austin, TX — Jul 20, 2010
Interactive marketing agency Springbox recently helped Central Market promote the specialty grocer’s first-ever full immersion event, Passport Argentina, held May 12-25. The agency developed an online promotional campaign, which brought the sights, sounds, culture and — most importantly — food and drink of Argentina to online audiences.
To promote the celebration, Springbox revisited the Central Market homepage, re-skinning it with an Argentina-inspired takeover. The focal point of the campaign was an interactive events calendar that allowed users to find out when special cooking school classes and in-store events were taking place at their location, such as An Evening with Francis Mallmann, the world-renowned Argentine chef. With a couple of clicks, users could not only reserve their seats, they could also share which events they planned to attend on Facebook.
The website also provided visitors with a taste for Argentine culture via three interactive educational experiences that could be shared with friends on Facebook. Users could learn to make an empanada; drink yerba mate, the national drink of Argentina; or check out a playlist of popular tango tunes.
The campaign was rounded out with Facebook advertising, which proved to be effective, drawing 6,700 unique page views to Central Market homepage. During the campaign Central Market saw a 90 percent increase in new visitors, and a 125 percent increase in time spent on site.
“Our team was excited to bring the sights, sounds and tastes of Passport Argentina online,” says Springbox Account Supervisor Liz Moise. “Our events calendar ensured that Central Market fans were fully in the know about Passport Argentina — and the technology can be leveraged for future events.”
“Springbox’s solution placed the spotlight on the multitude of special Argentina events held at our stores,” says Aimee Deputy, Central Market Senior Marketing and Communications Manager. “The ease with which customers could learn about the foreign culture and the chefs we had coming in to teach was invaluable – it was all at the click of a button on our site!”
Springbox regularly develops online seasonal campaigns for Central Market, including efforts for the holidays and their annual Hatch Chile Festival.
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