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On May 19 the California Dream Eater hit the streets of Chicago to celebrate his new Bay Area episodes and introduce the Windy City to the popular Visit California ‘eatertainment’ series.
Chicago residents had the opportunity to win one of two dream trips to the Golden State by completing a scavenger hunt to find the California Dream Eater. Short but sweet, the three stops along the hunt tied together California connections throughout the city.
Clue one encouraged participants to “Grab a selfie at the start of this main route that ends in California!”
Clue two brought participants to Oak Street Beach to find the Visit California surfboard, since California “is known for it’s sun, sand & SURF.”
And finally, clue three brought participants to find the California Dream Eater at a restaurant named Summer House Santa Monica, doing what he does best – eating! “Much like Route 66, I am ending our scavenger hunt at this Southern California summer house, come find the Dream Eater table and chow down with us!”
Earlier that morning, the California Dream Eater appeared on WGN Chicago’s morning program to promote the scavenger hunt and demonstrate a few eating etiquette tips on how to avoid embarrassing or messy dining situations during national hamburger, ribs and salad month. The three-and-a-half-minute live segment reached nearly 74,000 viewers.
The WGN partnership also included a 24-hour WGN homepage takeover, email blast and responder campaign totaling more than 650,000 impressions. The segment and digital campaign directed viewers to @CaliforniaDreamEater on Instagram, @VisitCA on Twitter and the rules and regulations page for the scavenger hunt.
The scavenger hunt was promoted and supported via social media outreach, which resulted in 160 RSVPs via direct message on Instagram and 2.4 million Twitter impressions during the activation.
83 Chicagoans participated in the scavenger hunt and 42 completed the challenge!
The next day, May 20, Visit California hosted an Insta-meet luncheon at Summer House Santa Monica with 12 culinary Instagramers and the California Dream Eater. In addition to meeting and engaging with the influencers, the luncheon resulted in 136,240 potential social media impressions.
For more photos of both the scavenger hunt and the Insta-meet luncheon click here.