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.
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 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.
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.
3 live activations
Time Out magazines
2 full page print ads in Time Out Sydney and Melbourne magazines
Time Out websites
1 bespoke feature package per city including pre and post coverage, polling and a competition
Time Out newsletter
10 Newsletter tiles per city, over the course of the campaign
5 Facebook posts per city + targeted post-campaign native content
2 posts in Melbourne,
3 posts in Sydney
Live coverage of every event
4 posts per city
Third party promotion
Social Diary, The Shout,
Beer and Brewer,
The World Loves Melbourne
Special offers and judging participation from Fatties Burger Appreciation Society
Post event video wrap
for first Battle
|guests attended the events|
|reached at $0.04 cost per click on paid promotion|
|user generated Instagram posts|
|copies in Sydney and Melbourne|
|active subscribers reached|
|unique page visits|
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