The Brief: New York based Cómodo Restaurant asked us to create a social media campaign that highlights Cómodo’s original dishes and creates buzz around the newly launched restaurant.

The Strategy:
We took an existing food-related behavior – people sharing photos of their food – and used it to create an entirely user-generated menu on Instagram.

The Results:
With $0 budget, the campaign generated over 280 million earned media impressions, becoming viral within days.

The campaign was featured in lifestyle and business outlets like USA Today, Financial Times, Fast Company, Wired, Forbes, and Business Insider, and won a Bronze Lion for Mobile Advertising in Cannes.
Mashable named Cómodo among top Instagram marketers next to Red Bull and Tiffany & Co.
Restaurants worldwide started creating their own Instagram menus, becoming a new way to promote a business in social.

The Services:
Consumer Research, Strategy, Creative Direction, Creative Concept, Production, Community, PR