BBC EDIBLE BILLBOARD

How do we create an opportunity to engage with press and create hype for the Great South African Bake Off within the social media space?

You invite people to bring a friend to the GSABO Edible Billboard for free cake.

A billboard made entirely of real, edible cake slices, was placed inside a busy shopping mall in Johannesburg. Shoppers were invited to eat each and every slice of cake.

They in turn had to share their post within their social media network.

Judge and contestant interviews and a photo op, ensured press coverage and social media engagement.

A time lapse of the billboard being built was made and posted on social media platforms to further boost interest and shareability.

2,500 shoppers exposed to the billboard

1,100 pieces of cake eaten

Increase in viewership numbers on the launch date