To achieve an effective digital marketing strategy, I believe that it has to have three elements: the use of digital tools, interactivity, and most important a pay-off. Yoobi, London’s first temakeria, has digital campaign that has successfully checked all three boxes.
icoDesign engages the people of Soho with gameplay by inviting them to ‘go fishing’ as they complete the final works on Yoobi’s new restaurant, due to open in March.
Go fishing a unique and innovative physical-to-digital game for Yoobi, London’s first temakeria. A revolutionary use of QR codes has enabled people to ‘fish’ for free sushi in the weeks leading up to the restaurant launch.
So how does this digital game work? The Yoobi site, on Soho’s Lexington Street, is currently concealed by a brightly painted hoarding. Black fish have been stuck on the hoarding, each bearing their own QR code and passers-by are encouraged to ‘fish’ for free temaki by scanning the QR codes with their smartphone. Every code reveals a different message, which can be read upon scanning, ranging from temaki-winning messages such as “Well done, you’ve caught the freshest fish around”to “Unlucky, your fish escaped”. However, the good news is people can scan as many codes as they like in search of the free food.
The placement of the fish will not change but the messaged generated by each can be changed easily by Yoobi.
Winners are then able to download a voucher, which they can present at the Yoobitemakeria during the first two weeks of opening.
The competition runs between throughout February until the launch in March 2012, so hurry and go fishing for QR Codes.