Avocados From Mexico (AFM), the No. 1 selling avocado brand in the U.S., celebrated their year-round love of music with their first-ever appearance at South By Southwest (SXSW), and in the process, dominated SXSW-related social buzz. According to data from the social media monitoring company Keyhole, AFM’s #GuacNRoll activities generated over 32,000 social media posts, making it the most popular hashtags used during SXSW. Over 9,700 fans used #GuacNRoll during this year’s music festival, resulting in over 200 million impressions for the “Always Fresh” brand, and nearly 60 percent of AFM’s 56 thousand total tweets carried the hashtag #SXSW, making AFM a contributing factor in driving overall SXSW online conversation.
SXSW was an ideal time for AFM to engage new audiences, and their participation continues the brand’s commitment to connecting with consumers in unexpected ways. AFM’s attendance was focused on showcasing the always in season fruit, just like music is always in season. AFM launched, GuacNMusic, a custom AFM radio station, in partnership with Slacker Radio, featuring a compilation of music and artists representing the essence and “Mexicanity” synonymous with the brand. Listeners are able to customize the brand's AVO-tastic music according to their tastes, and throughout SXSW, users were invited to tweet audio files with their voice to become DJs of the station. Slacker then created individual channels within the station for each DJ, and gave them the opportunity to share those individual segments throughout their social networks.
As a pop culture trailblazer in the produce category, Avocados From Mexico also adopted several cutting-edge platforms to reach attendees in meaningful ways. AFM was one of the first brands to leverage Snapchat’s new geofilters, and the brand created different filters each day to engage the SXSW crowd. AFM also implemented 100 strategically placed beacons throughout Austin to reach attendees throughout the week using their iAvocado app.
"Our goal is always to share AVO-love in fresh, unexpected ways," said Alvaro Luque, president of Avocados From Mexico. “Our brand is all about bringing people together and celebrating the good times, and music is often a big part of that celebration, so it was natural for us to showcase the intersection of great food and music during SXSW.”
AFM treated attendees to fresh guacamole throughout the week through other music inspired activities. The brand sponsored SouthBites, an annual event featuring the best food trucks from Texas and across the U.S., and partnered with 30 musicians to offer unique guacamole options for attendees. The partnerships paid off as guests had the opportunity to engage with emerging musical talent while enjoying various guacamoles, and the musicians were able to introduce their existing fanbases to AFM. The brand also had their own roving guac-truck throughout Austin, and the brand was a fixture at The Container Bar, Austin’s first green establishment made of four-ton metal shipping containers.
For more information:
Victoria Benz
+1 916 774 9600