Milan restaurant “This is not a Sushibar” are creating a new payment method in exchange for their sushi rolls, through Instagram.
Patrons of This is not a Sushibar need to fulfil certain criteria to achieve this – simply by being able to prove their Instagram follower numbers.
1,000 – 5,000 followers – one free plate
5,000 – 10,000 followers – 2 free plates
10,000 – 50,0000 followers – 4 free plates
50,000 – 100,000 – 8 free plates
Over 100,000 – entire meal for free.
By tagging @thisisnotasushibar and using the hashtag #thisisnotasushibar in their posts of their meal means they avail of some free food.
This is a clever idea to get more attention to this local business in Milan (articles are being published online on all continents about this move after all). But as a strategy, this should be seen as a short term role, in their long term strategy.
A quick analysis of their feed shows that images of sushi with appropriate hashtags (of course influencers will know what hashtags will be the best ones to use) does indeed get This is not a Sushibar Instagram account more followers as seen since the launch in middle of September.
Only time will tell how a short run of this impact social media strategy will do for their brand positioning.
As of July 2017 – there was 14.3million Instagram users, out of a population of 60.5 million, showing that one in nearly every 4 people has an Instagram account.