South African Airways
- Campaign name
- Taste South Africa
- Campaign type
- Multimedia contest
About the Campaign
South African Airways wanted to celebrate their diverse & rich heritage by asking fans of the airline to submit their videos, photos and recipes of what they felt represented the image of South Africa, to be in with a chance to win a life changing holiday to the country itself.
What makes this an admirable multimedia contest was the lack of a request for any kind of ‘selfie’, and that the focus was on culture, community. Going through the gallery of recipes for South African food, stories of South Africa, as well as photos and videos, it was apparent that this campaign had brought together a community, which is essentially the reason why any brand would want to run a social media campaign in the first place.
BeeLiked’s software enabled the company to split their entries into specific categories to make them easier to judge, and by turning on “voting”, they let the public narrow down the top 20 entries, letting the judges choose the winner themselves.
With such a huge prize on offer, this campaign naturally gathered a huge response, with hundreds of entries, votes and a massive social reach of over 200,000 people.
South African Airways took a simple multimedia contest and with our help, turned it into a campaign that impacted hundreds of thousands of people - and one very lucky couple.