There were two:

1. Engage a tough audience.

2. Change perceptions of a neighborhood’s restaurants.

Create a super-simple call to action—and reward it with yumminess.

Beverly Hills has changed a lot in twenty years. This once stuffy city with a super-boring culinary scene is now bursting at the seams with vibrant new dining options.

We needed to let the world know this.

And we did it with a contest—one with a mechanic so simple, the laziest Instagram users participated. How’d it work? Each week we’d post an image of a local restaurant’s signature dish. The first user to identify the restaurant and dish won dinner for two there.

Bam! Simple—and fun.

• Contest concept & slogan

• Contest visual vocabulary

• Contest management—including procuring prizes, doing all the posting, and rewarding prizes