What the brand needed

Disney+ sought to create significant buzz and engagement around the launch of the third season of The Bear in South Africa –as well as the series as a whole. The objectives included driving awareness, leveraging local culinary culture, and creating an immersive experience that would resonate with the South African audience. The brand faced the challenge of standing out in a crowded streaming market while ensuring the activation felt authentic and connected to the local culture.

Event Highlights

The Bear Joburg Experience kicked off with an exclusive media launch on 18 July 2024, setting the tone for the multi-night event. Hosted at Acid Food & Wine Bar in Parktown North, the night was an immersive culinary experience inspired by FX’s The Bear. Michelin-Star-trained chef Greg Czarnecki curated a menu that brought the series to life, with each dish meticulously crafted to reflect the show’s themes of culinary excellence, passion, and precision.

The media night attracted some of the biggest names in the culinary, TV, and entertainment industries, including Anele Mdoda, Masego “Maps” Maponyane, Andy Maqondwana, and Phil Mphela. Attendees were treated to insights from Chef Czarnecki on the challenges and triumphs of running a top-tier restaurant, mirroring the intensity and creativity depicted in The Bear. This event set the stage for the subsequent nights and garnered substantial media attention, further amplifying the series’ promotion.

Following the successful media night, nights two and three were dedicated to the show’s super fans, who secured their spots through an eagerly anticipated social media competition. The competition, which garnered over 2,000 entries within just 48 hours, was a testament to the show’s popularity and the anticipation surrounding the event. The fans who won tickets showed up in full force, bringing their enthusiasm and love for The Bear to the event. They were treated to the same immersive experience, enjoying Chef Czarnecki’s culinary masterpieces and soaking in the ambiance that beautifully captured the spirit of the series. Their energy and excitement added an extra layer of authenticity and passion to the event, making the experience truly memorable for everyone involved.

Insights and execution

A strategy was developed that focused on creating an authentic and engaging experience that would immerse attendees in the world of The Bear. This involved curating a dining experience that not only highlighted the culinary themes of the show but also resonated with the local food scene in Johannesburg. The use of Chef Greg Czarnecki as the host provided credibility and drew in a food-savvy audience. The campaign also strategically utilised media partnerships and social media to amplify the event’s reach, with targeted content that tapped into both culinary and entertainment interests.

The results

The Bear Joburg Experience delivered outstanding results, creating a significant impact across key areas. The event achieved full attendance, with both the exclusive media night and super fan nights drawing their intended audiences, including prominent media personalities and devoted fans of The Bear.

R3.3M
PR coverage
47M
social impressions
2,000+
competition entries
37M
total reach

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