Mexico is a cultural and gastronomic epicenter that has no comparison. Undoubtedly, one of the greatest passions for Mexicans is food. And of course the best way to accompany food for Mexicans is with a beer since 3 out of 10 beer consumptions are with food.

According to UNESCO, Mexican gastronomy is part of the cultural heritage of humanity. However, not only the native food as in Mexico there is a huge international gastronomic offer.

Food and beer unite Mexicans. People talk about food everywhere, all the time. With friends, at work, or even among strangers, food is a recurring theme. It is discussed from which are the best tacos in the corner to what is the best gourmet dish they have tasted.

• Implementation

First, we empowered the Mexicans with a hashtag # GuideModel so they would send us the best dishes and where they could be found.

Our social media team kept the conversation alive with delicious food and beer content, concentrating the results of the initiative that helped us rank the dishes as they kept poring in through the twitter and Instagram atmosphere.

In parallel, our trade team has empowered 100 of the best restaurants in the whole country with personalized and unbranded materials. Why no brand? Because we wanted them to take the initiative to promote their dishes to be part of a gastronomic guide chosen by ordinary consumers. And so, to promote this initiative in an organic way.

• Media channels and integration: WEBSITE, RRSS (Fb, Tw,IG, YT) Local awareness FB , Release Notes: MUNCHIES/VICE, BUZZFEED

• Scale: RRSS Heavy Responding / Optimization of paid vs Results

Increase in sales of 54% vs last year.

Increase in preference of 11.4% to 12.6%

GUIA MODELO: reach - 32,638,450 M / ER% - 1.63%

SHR% 0.03% CR 75% - 54.26%

Views: 27,332,614

More than 6,566 different dishes were nominated across Mexico.

BF clic to website - 88,037 Impressions - 28,464,305

CTR% .60% ER% 1.10% SHR% 0.01%

CENTRAL MODELO: reach - 17,251,975 / ER% - 1.76%

SHR% 0.01% CR 75% - 56.82%

Views: 7,314,464

YOUTUBE Mobile Masthead: Impressions 86,806,594

WEBSITE Google search CTW: 2,758

Impressions - 16,120 CTR% 17%

• Outcomes:

INCREASE BRAND PREFERENCE: increased significantly brand consideration and favorite brand among attendees & followers

INCREASE PURCHASE INTENT: increased significantly purchase intent top box among attendees & followers.

OVERALL LIKING OF THE FULL EXPERIENCE: Positive satisfaction level with the overall experience, reaching a NPS of 61%