In the spring of 2014, Lufthansa USA began serving new regionally inspired menus on U.S.-departing flights. After launching a series of YouTube videos that highlighted the cuisine, the European airline wanted do more to raise awareness of the delicious menu. MMGY Global was brought on board to create an experiential campaign that brought the food to life both on the ground and on social media.
To get consumers excited about tasting the new Lufthansa fare, MMGY Global planned and executed a two-week food truck road trip across America. The campaign became known as #TasteOfAmerica.
In order to create a true experiential event, MMGY Global outfitted a food truck to resemble a Lufthansa airplane. The truck then drove across 14 states, serving up complimentary and regionally inspired tastings in New York City, Charlotte, Miami, Atlanta, Dallas & Fort Worth and Los Angeles.
MMGY Global executed 10 events, including lunch service in pedestrian locations, intimate dinner parties with food bloggers and invite-only appetizer and dessert service for travel agencies.
While the truck made its way across America, MMGY Global launched the Taste of America photo contest, which encouraged fans and followers to share the dishes that best represented their region on Twitter and Instagram using the #TasteOfAmerica hashtag. At the end of the campaign, one lucky social media fan won two round-trip tickets, courtesy of Lufthansa.
The #TasteOfAmerica campaign generated 9 million social media impressions, 62,000 video views and 340 contest entries. The campaign was picked up by media outlets such as Skift, Thrillist, Airline Trends and Stuck at the Airport. Seventy-six percent of campaign participants surveyed said their experience with the #TasteOfAmerica culinary tour influenced them to consider Lufthansa for their next international flight.