For this new start-up, it was important to make the most of social media marketing as a cost-effective method for reaching potential customers. We developed a significant and engaged following through the use of competitions and interactive posts which encouraged followers to share posts and engage with the brand. These results were from a burger mastermind competition we formulated, followers were asked to submit burger ideas and these were tested and then the finalists were opened for public voting to choose the winner which became a featured burger on the menu for a limited time.