The future is here… lickable photos!

OpenTable created an amazing video sharing their latest release of a game changing feature, lickable photos. Today we live in a world, where foodies have to rely on restaurant recommendations from friends (word of mouth), yelp reviews and other food review/recommendation sites. Well those days are over with this new OpenTable feature. Watch the video! It’s a hilarious must see!

The objective of this campaign is to get more people to download the OpenTable mobile app, specifically targeting tech savvy foodies who are probably in their 20s to early 30s. Although it is very obvious that this is a gag, the tone and brand message is set in a mockumentary, which suits the audience’s sense of humor. The fact that the team can make fun of themselves, even the CEO, it may also help attract potential new recruits to the company. Overall, I thought this was a very well positioned April Fool’s campaign and it must have certainly created business. If I was the head of OpenTable’s social media management I would measure the success of this campaign across 4 KPIs:

• Virality: Actual reach (impressions)
• Engagement: Number of shares
• Reactions: Sentiment (positive, negative & neutral)
• Results: The delta of app downloads during the Aprils fools period vs average period