1. Philips FOODATHON 2012
THE CONCEPT – recognizing the importance of online food influencers
FOODATHON is a movement to recognize the growing passion for food amongst Indians. This passion
may not be new, but the heights it is now reaching it totally stupendous.
The passion may not be new, but what is remarkable now is how a new section of online influencers
has emerged to share rich content with respect to food recipes, eating out, cooking ingredients and
kitchen appliances, to make the entire experience around food more exciting than ever before. This
evolution is being driven by online influencers.
Hence, the first pit spot in this movement was an offline event (Delhi’s first FOODATHON) that
recognized the importance of online food influencers. These influencers consisted of food & lifestyle
bloggers and online food community owners. This event became the Philips FOODATHON; prime
sponsors being Philips, secondary and location sponsors The [V] Spot Café + Bar and other sponsors
included Dunkin Donuts. Consulting partners to this event was Chef At Large, one of the leading food
blogs in India. The concept (FOODATHON) and event organizer is 20:20MSL. The event was held on
October 27th, 2012.
PRE-EVENT SOCIAL MEDIA BUZZ – leveraging social media for creating pre-event excitement
The pre-event buzz created on Facebook on Twitter was amazing due to the constant engagement,
attributed to the quality of conversations and the consumer contests organized. The pre-event buzz
raised the Facebook like’s to 1757 and Twitter followers to 120 in less than 2 months. The buzz
attracted interest from the media as well, who wrote in to the FOODATHON inbox inquiring about more
details.
Enclosed below were 2 main pre-event contests organized:
(1) The CRAZEAL Foodie Ghajini contest (sponsored by CRAZEAL)
(2) The October Cake Love contest (sponsored by Ipshita’s Cakes Mamma Bakes)
More details about the contests are enclosed in the screenshots below.

3. THE EVENT – a marathon of food activities & sessions, with an amazing number of online food
influencers in a room; the event trended on Twitter, in Delhi, for 40hours
53 attendees, including Delhi NCR’s top online food and lifestyle bloggers
Sid Khullar, Editor, Chef At Large, spoke on the emergence of food blogging
Philips spoke about their company and products; specific importance was provided to their hero
product – The Philips Air Fryer
Food Tasting – a session of food tasting, all cooked from the Philips Air Fryer, was undertaken
Food Photography – Mr. Hemant Sud, Principal Photographer and Director at Abraxas Photography,
spoke about food photography
Food Plating – Chef Darren Conole, Executive Chef, Shangri La, held an interactive session on food
plating, that also included an on the spot food plating contest
Enclosed below are details on the social media engagement and achievements at the event:
The official hash-tag for the event was #PhilipsFOODATHON
The attendees checked in at the event using the hash-tag and the handle @Vspotcafebar
The volume of the tweets was soaring high even at the start of the event!
The hash-tag #PhilipsFOODATHON was trending on spot 2 in Delhi within 30 minutes of the
event commencement
The hash-tag #PhilipsFOODATHON was trending on Twitter for more than 40 hours
As of 31st October, 2012 the hash-tag #PhilipsFOODATHON has been used in 547 Tweets of which
496 tweets received during the period of the event (as per Tweet Archivist)
The pictures of the Diwali special donuts by Dunkin Donuts were shared in huge numbers

4. The topmost online contributors were @luckyankit , @nirjhara, @Soravjain, @djatul, @faizanpatel
and @twilightfairy (as per Tweet Archivist)
Apart from the hash-tag the key words in the tweets were ‘food’, ‘chef, ‘Delhi’ and ‘fun’ (as per
Tweet Archivist)
74.77% of the total Tweets were fresh Tweets and only 25.23% were re-Tweets (as per Tweet
Archivist)
POST EVENT
The Facebook FOODATHON community is now (as on November 16, 2012) 4300+ and twitter
followers are 157
The community continues to be highly engaged
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