AUSTIN, TX - Avocados from Mexico (AFM) made a creamy mix of music and its product this spring, at Austin’s annual South by Southwest (SXSW) festival. The company said that in addition to connecting with customers in an unusual way, it made a splash over the festival’s social media platforms.
“Our brand is all about bringing people together and celebrating the good times, and music is often a big part of that celebration, so it was natural for us to showcase the intersection of great food and music during SXSW,” AFM President Alvaro Luque said in a press release.
The company said that its goals during the festival were to showcase avocados as a year-round indulgence, just like festival goers consider music. Partnered with Slacker Radio, AFM launched GuacNMusic; a music radio compilation to represent the essence and Mexican flavor of the brand.
Through GuacNMusic, users could customize their own radio stations, and upload audio files to become their own station DJs, which then can be shared on social media. AFM also utilized Snapchat and its iAvocado app, placing 100 strategically placed beacons to attract more SXSW attendees.
According to social media monitoring company, Keyhole, AFM reported the following results from the multi-day event in regards to the #GuacNRoll campaign ran:
- Hashtag generated over 32,000 post, became one of the most used in the event
- Used by 9,700 fans
- Over 200 million impressions made for AFM’s “Always Fresh” brand
- 60 percent of over 56,000 tweets for AFM contained the hashtag
AFM partnered with 30 musicians during the event, sponsored the food truck event SouthBites, and treated attendees to guacamole throughout the SXSW event. AFM said that its roving guac-truck was a fixture at the event, as well as AFM’s presence at The Container Bar.
"Our goal is always to share AVO-love in fresh, unexpected ways," finished Luque.
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