The Ultimate Taco Trailblazing Extravaganza
CHALLENGEDesign a guide which engages an intended audience and improves their experience in Athens, Georgia across print and digital platforms.
SOLUTION
Our design team cooked up a taco eating competition to engage college students with Athens restaurants, complete with a printed guide and social media campaign. We built a bold identity applied across mediums, giving students a tasty reason to explore somewhere new.
Part 1: The Walkin’ TacoOur research showed both a high volume of taco shops in Athens and a disconnect between college students and the hispanic community. By combining elements of competition and fun, the Walkin’ Taco gets students out of their comfort zones to try new spots, quickly.
Formatted like a passport, take the Walkin’ Taco to each restaurant and get it stamped by a staff member. Once you collect all 10 stamps, trade in the back page for a bumper sticker badge of honor.
Part 2: @tacotour_athIn tandem with the Walkin’ Taco, the Instagram page provides details about each restaurant, steps to participate in the challenge, and “Taco Tidbits” about Athens taco spots. A series of bold posts, stories, and interactive media create community buzz to complete the Taco Tour.