Lo scorso ottobre a Milano è stato inaugurato il sesto ristorante giapponese della catena This Is Not a Sushi Bar dov'è possibile pagare il conto con i follower di Instagram. L’idea è di Matteo Pittarello e del suo staff di comunicazione che ha suscitato l’interesse mediatico internazionale e sta dando grande visibilità al locale. Una strategia comunicativa che nasce, da un lato, dall’esigenza di attrarre l’attenzione dei millennials e, dall’altro, dalla volontà di sviluppare dei sistemi di pagamento cashless.
Ma... come funziona? A seconda dei propri follower si possono ottenere uno o più piatti in omaggio o anche un pasto gratuito per gli influencer postando una foto di ciò che si ordina con l’hashtag del ristorante.A distanza di poche settimane i numeri sono impressionanti. Infatti, sfruttando in modo ingegnoso le logiche e i comportamenti dettati da Instagram, This is Not a Sushi Bar di Porta Romana conta oltre un centinaio di influencer e ha raggiunto ben oltre 5 milioni di follower.
Dario Lo Scalzo
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