PedidosYa Brand Activation – Carnaval en Casa with the Diablo Cojuelo Giveaway

Challenge:

During the pandemic, the Dominican Republic's iconic carnival celebrations were canceled, leaving people longing for the vibrant cultural traditions that bring joy and excitement. PedidosYa wanted to fill this void by bringing the carnival spirit directly into homes, while boosting app engagement, brand visibility, and customer loyalty. The challenge was to create a fun and memorable experience that resonated with the audience and drove interaction with the brand.

Solution:

Carnival-Inspired Brand Activation with a Giveaway Twist: I created a brand activation centered around the Diablo Cojuelo, a beloved character in Dominican carnival culture. The idea was to infuse fun and festivity into everyday food deliveries while incorporating a playful giveaway element.

Diablo Cojuelo Riders: Delivery riders were dressed in the traditional Diablo Cojuelo costumes, instantly transforming each delivery into a mini carnival experience. This visual connection to the Dominican carnival immediately caught customers’ attention and enhanced the festive atmosphere.
Golden Ticket Giveaway – "Catch the Diablo Cojuelo": To make the activation more engaging and exciting, I introduced a giveaway element inspired by the concept of Willy Wonka’s Golden Ticket.

Customers who ordered from PedidosYa and received a Diablo Cojuelo-dressed rider were eligible to win a 1000 voucher for future orders.

In order to claim the voucher, customers had to upload a picture of their Diablo Cojuelo rider to their social media and tag PedidosYa. This added a social sharing element, encouraging users to engage with the brand and spread the word, while also making the giveaway feel more exclusive and rewarding.

Social Media Amplification: The campaign encouraged customers to share their carnival moments at home, using the hashtag #CarnavalEnCasa. This not only helped spread awareness of the promotion but also created a sense of community, as users engaged with the brand and one another online, amplifying the reach of the campaign.

Cultural Relevance and Emotional Connection: This activation tapped directly into the cultural pride and nostalgia of the Dominican carnival. By transforming food delivery into an exciting, carnival-themed experience, PedidosYa fostered a deeper connection with its audience, offering a sense of joy and celebration during a time of isolation.

Results:

The Golden Ticket giveaway created a sense of excitement, leading to a significant increase in app usage and order frequency as customers sought to participate in the promotion.

Social media engagement surged, with customers sharing their Diablo Cojuelo moments, tagging PedidosYa, and using the #CarnavalEnCasa hashtag. This increased brand visibility and encouraged viral participation.

PedidosYa strengthened its brand presence as a culturally in-tune and customer-centric company, standing out as a brand that not only delivers food but also brings joy and community to its users.

Sales growth was driven by increased customer engagement, with many users returning to the app for the chance to participate in future promotions and share their experiences online.

The Carnaval en Casa activation was a creative, culturally relevant campaign that engaged PedidosYa’s audience with a fun, memorable experience, while boosting app usage, brand loyalty, and social media visibility.