Case Study: Selling through Social
The World Championship Barbecue Cooking Contest (WCBCC) is one of the signature events of the Memphis in May International Festival—a global celebration of culture, music, and food that draws tens of thousands to the riverfront each May. While the event has long been a Memphis tradition, post-pandemic challenges, audience fragmentation, and competition for consumer attention demanded a fresh, integrated communications approach to reenergize attendance and engagement. The goal: increase ticket sales and visibility for reservation-required experiences like VIP areas, the Kingsford Tour of Champions, and BBQ Alley—while building broader excitement across all festival audiences.
Strategy
Edit Media Consulting partnered with the Memphis in May team to design and execute a comprehensive communications and social media strategy for WCBCC. The campaign was built around three pillars: visibility, engagement, and conversion.
Visibility was achieved through a cross-channel media plan that included targeted digital ads, outdoor billboards, paid and organic social media, email marketing, and on-site signage.
Engagement came through storytelling—highlighting pitmasters, fan experiences, and behind-the-scenes content to bring the smoky, spirited culture of the contest to life.
Conversion focused on driving reservations for limited-capacity experiences through clear calls-to-action, countdown content, and influencer partnerships.
The Edit Media team provided both high-level strategy and boots-on-the-ground execution. Our communications specialists coordinated closely with the Memphis in May internal team, barbecue competitors, festival influencers, and media partners to ensure consistent messaging and real-time engagement throughout the four-day event.
Execution
We developed a consumer-focused campaign that showcased all WCBCC has to offer. Social media channels were activated with vibrant photography, engaging video reels, and influencer collaborations highlighting the full range of experiences—from VIP hospitality areas to fan-favorite tasting zones. On-site, our team supported live content creation, media coordination, and social listening to maximize reach and responsiveness. Strategic ad placements across billboards, local media, and digital platforms ensured a unified brand presence citywide and online.
Results
The results were record-breaking. According to Memphis in May, WCBCC attendance increased 18% year-over-year, putting the festival on pace to reach 50,000 attendees. All reservation-required experiences sold out, even with expanded capacity:
VIP Tickets: Sold out despite a 25% increase in capacity
Kingsford Tour of Champions: 55% increase in ticket sales
BBQ Alley: 67% increase in ticket sales
The campaign not only boosted attendance and engagement but also strengthened the festival’s digital presence and community connection. The success underscored the power of integrated communications to elevate legacy events into modern, social-driven experiences that resonate worldwide.