Piada Italian Street Food
The Project
Inspired by the holiday season’s favorite Buddy the Elf, Piada Italian Street Food hosted Columbus' first Elf-themed spaghetti eating contest at Piada’s Easton Town Center location challenging five contestants to eat five pounds of holiday-themed pasta. Inspire generated buzz for the event by engaging local influencers, media, and community partners while promoting overall brand awareness of the restaurant.
Inspire developed and executed an influencer marketing campaign that was focused on creating excitement for the contest. The Inspire team led a coordinated campaign with central Ohio influencers, inviting them to attend the event and preview the restaurant beforehand. Influencers in attendance had the chance to sample menu items in advance, generating unique content and imagery to amplify their message and attract excitement for the event.
Building on this momentum, Inspire partnered with Ohio-based Twitch influencer Gillian Long (Eiya) to showcase Piada's Stickscription to a digital audience. The collaboration provided Eiya with her favorite Piada order, creating a personalized experience tailored toward male viewers ages 18-35 (an audience that prioritizes authenticity). Before the Twitch stream, Inspire conducted research to find Eiya's go-to order, to ensure the content of the stream resonated with both her brand and Piada's. During the livestream, Eiya shared a live taste test and behind-the-scenes moments, sparking real-time conversation as viewers chatted about Piada and asked questions throughout the broadcast, fostering a two-way community dialogue.
The Results
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11 central Ohio influencers shared content across a variety of social media platforms to promote Piada’s contest.
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Social media outreach from influencers reached a combined audience of 4.17M and had 55.1K+ impressions. Content shared by the bloggers received 1.84K+ engagements.
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Stream ran 6 hours, 21 minutes, drawing 2.8K+ live viewers and 1.84K+ unique engaged viewers.
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Twitch live chat became a hub for positive brand conversation, with viewers sharing their own Piada experiences.