The La Costena Experience
The Situation: La Costena, a maker of easy to prepare Mexican foods, set out to reach out to Mexico-born, as well as 2nd and 3rd generation Mexican-American homemakers.
The Solution: The La Costena "Feel the Heat" Jalapeno Eating Challenge. A 16-week Mobile Marketing tour that educated consumers on how easy to use, yet authentic, La Costena is. Also challenged consumers to take part in setting the Guinness World Record for most jalapenos eaten in one minute.
The Results:
- More than 32 million consumer impressions.
- Brand awareness increased 1236%!
- Pat "Deep Dish" Bertoletti set a world record by eating 191 in less than 7 minutes. Muy caliente!
What we learned from this experience: Drinking water doesn't really relieve the heat effectively and sometimes the simplest idea, an eating contest, can be the most effective.