Tactic 1 MWEB partnered with one of Cape Town’s trendiest Mexican restaurants, El Burro to introduce the public to #Dinnercam. Local media, foodie influencers and lifestyle bloggers, well-known Instagrammers and other social influencers with large online followings, were invited to join us for a meal to try the #Dinnercam. Free MWEB WiFi was set up at the venue allowing all #Dinnercam users to immediately start sharing it online. We also connected used the hashtag extensively and printed out Polaroid-style photos of their #Dinnercam shots at the events. During the launch period (April and May 2014), we made the device available to all diners, and eNCA, eTV’s 24-hour news channel, came to trial it for their prime-time news segment. Tactic 2 We produced a high quality YouTube video and stills of the #Dinnercam in action. Tactic 3 Visuals were shared with local and international bloggers and social media noisemakers on Twitter, Facebook, YouTube and Instagram and across MWEB’s refreshed social media channels, along with a short and sweet social-media friendly snippet explaining the concept. Tactic 4 Good old fashioned pitching of the highly sharable story across SA and international media saw #Dinnercam gaining fame/notoriety across the globe. This, added to the already potent social media mix, saw the campaign explode in terms of international reach. Tactic 5 After successfully going global, we secured coverage of a campaign results case study media release in local and international marketing and brand media.