Case study
Battle of the Burger
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McCracken’s/Tooth’s
Campaign objectives
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Raise awareness
To raise awareness and profile around both Tooth’s Pale and McCracken’s Amber Ale

✓ Drive trial
To drive product trial of their beer through our live events

The idea
Carlton United Breweries were relaunching heritage brands: Tooth’s (from Sydney) and McCracken’s (from Melbourne).

How did Time Out get influencers in Sydney and Melbourne excited about the relaunch? We recognised that metro audiences are burger obsessed and that everyone has their favourite. Drawing on this insight, we then tapped into that oldest of state rivalries, and pitted the best burgers from Sydney against the best from Melbourne, in a bespoke Battle of the Burger competition. We served up Sydney and Melbourne’s best burgers alongside the equally loved heritage beers.

Execution
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Driving talkability at the beginning of the event, we asked our readers to nominate their favourite burger joints. Reader nominations (with a push from the venues themselves) informed our choice of city competitors, and helped drive hype and ticket sales early. This resulted in tickets selling soon after announcement.

Based on a hugely successful Time Out New York event, The Battle of the Burger event series saw over 250 guests at the Sydney heat, 230 in Melbourne and 160 for the Grand final.

To support these events Time Out produced a four month media plan including editorial, advertising and competitions across all of our platforms, with additional promotion from third parties.

The events…
Melbourne heat

The first sold-out battle kicked off in Melbourne with over 230 burger lovers filling the room to watch Mr Burger, The Arbory, Mammy’s Boy and 8bit battle it out. Guests were asked to sample all four burgers, and the vote for their favourite via a ballot box system. The Arbory Bar and Eatery took out the Melbourne heat with their secret ingredient – Vegemite – which washed down well with a McCracken’s Amber Ale.

Sydney heat

The second event in Sydney sold out in hours. All four finalists – Burgers by Josh,  Pub Life Kitchen, Mister Gee Burger Truck and Bar Luca – have significant social followings, and they promoted the event to their followers. Following the same voting format as Melbourne, Bar Luca took out the gong with their Blame Canada burger which had maple bacon and poutine, perfectly accompanied by a schooner of Tooth’s.

The grand final

In the sold out final, The Arbory were flown up from Melbourne, to face off against Bar Luca. The winner was chosen by the public, and a panel of blindfolded judges, including an influencer from the Fatties Burger Appreciation Society. Ultimately, Bar Luca won the final honour. But the real winners were the guests, who enjoyed two juicy burgers, Tooth’s and McCracken’s Ales and the classic tunes of DJ Aux Jax.

How we worked
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Platforms activated
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Bespoke events
3 live activations

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Time Out magazines
2 full page print ads in Time Out Sydney and Melbourne magazines

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Time Out sites
1 bespoke feature package per city including pre and post coverage, polling and a competition

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Time Out newsletter
10 Newsletter tiles per city, over the course of the campaign

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Facebook
5 Facebook posts per city + targeted post-campaign native content

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Instagram
2 posts in Melbourne,
3 posts in Sydney

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Snapchat
Snapchat Stories from every event
+ a BOTB filter

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Instagram stories
Live coverage of every event

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Twitter
4 posts per city

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Third party promotion
Social Diary, The Shout,
Beer and Brewer,
The World Loves Melbourne

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Influencers
Special offers and judging participation from Fatties Burger Appreciation Society

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Video
Post event video wrap
for first Battle

The campaign
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What they said…
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Campaign results
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600

guests attended the events

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500,000+

reached at $0.04 cost per click
on paid promotion

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100+

user generated Instagram posts

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53,000+

copies in Sydney and Melbourne

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121,000+

active subscribers reached

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134,500+

unique page visits

Time Out says…
The Battle of the Burger was a perfect campaign for Time Out. It tapped directly into our areas of expertise (critical judgement and events) and one of our audience’s key interests (burgers). In addition to our own audience, we were able to leverage niche interest groups online to drum up excitement for the battle, and tap into the owned audiences of all the great vendors that participated in the event. The result was a party and competition that was both noisy on social and a delight for those who came down on the night. Most of all, the theme of interstate rivalry perfectly underscored the unique brand identities of two of CUB’s latest beer offerings, Tooth’s and McCracken’s Amber Ale.

We can’t wait for next year’s battle!

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