It started with a few comments about kitchen appliances during #KBTribeChat. One interior design blogger challenged another to a cookoff. And a grand idea was born for the 2012 Dwell on Design show.
O’Reilly-DePalma sister agency, Flying Camel, recruited the two challengers to a real cookoff in the Capital Ranges booth. From there, the very talented Leanne Wood Newman also recruiting support teams to create two teams of three. Two teams of design and food bloggers and twitter personalities are participating in the event.
On one team is San Diego Designer Brandon Smith, Stacy Garcia, Owner of Garcia Cabinetmakers in Huntington Beach, and Paul Buchanan, chef and owner of Primal Alchemy Catering in Long Beach, specializing in local, seasonal and sustainable cuisine.
Their “opponents ” include Rebecca Reynolds, Owner of Culinary Kitchen Design in Greenwich, CT, Lori Gilder, Interior Designer, Principal of Interior Makeovers in Beverly Hills, and Jennie Cook, local food advocate and blogger, owner of Plant Based Parties/Vegan Events in Los Angeles. Leanne developed the cookoff ingredients, with a focus on those terrific community builders of chocolate and bacon.
American Standard supplied a working sink and kitchen faucet to facilitate the action. The designers were able to talk about their experiences cooking with Capital and washing up with American Standard.
The conversations started in earnest on Twitter and Facebook groups three weeks before the event, ultimately generating more than 3 million impressions for the participating brands, along with conversational lift on Facebook. Both brands increased their social following and positive key messages, and the one-hour cookoff attracted more than 50 spectators to the Capital booth. The high-visibility helped American Standard catch the attention of Dwell editors, opening the door to future coverage.
The social era is about connecting and collaborating. Not just conversations, but actual ideas and actually collaborating among designers, brands and marketers.