Infatuated with the Infatuation

Brand: The Infatuation

Campaign: EEEEEATSCON

Read time: 5 minutes

💬 Overview 💬

Andrew Steinthal and Chris Stang were the OG media brand builders on the internet.

In 2009, the pair started as coworkers at Atlantic Records.

Despite their demanding careers, they frequently found themselves dining out in New York City, constantly exploring the local food scene.

BUT they felt that existing food review platforms were often out of touch with the average diner, filled with either overly pretentious critiques or unreliable opinions.

This gap in the market inspired them to create something different.

And while there was a ton of foodie content on the internet already, they realized no one had really categorized it under a “brand”.

And then… the Infatuation was born.

In 2014, the brand was really taking off. So, they finally decided to quit their full-time jobs and pursue food media full time.

After years of developing first class foodie content on the internet, they realized they were really building community, too.

And the community needed a space to meet and share their love for local food.

💡 Results 💡

Since its inception, EEEEEATSCON has grown exponentially.

Each year, the event attracts thousands of attendees eager to experience the culinary delights and the vibrant atmosphere.

EEEEEATSCON has expanded beyond its original location in Santa Monica, California, to other major cities, including New York, Miami, and Chicago.

The festival has become a platform for up-and-coming chefs and the best local restauranteurs to showcase their talents to a broader audience.

The success of EEEEEATSCON can be measured not just in attendance numbers but also in the positive reception from both participants and vendors.

Plus, it’s been a phenomenal vehicle for content and authority for the Infatuation.

🎬 Take Action 🎬

If there’s one thing your brand should take away from The Infatuation / EEEEEATSCON, to me, it’s to build the thing that your biggest fans would love.

I went to the NYC EEEEEATSCON last year, and while I was carrying a bag of pastries, I was stopped by 2 men asking me about the exclusive offerings.

They told me they were part of a Reddit group who agreed to all go to the party shop and each buy one of the 20 pastries so they could all sample a little sliver.

They couldn’t wait to try the EEEEEATSCON exclusives.

I always considered myself a foodie, but not THAT big of a foodie where I’d meet up with strangers on the Internet to share 1/20th of a pastry at a brand new bakery in Soho.

I digress…

My point is that the Infatuation has built an INCREDIBLE experience for the biggest local foodies.

They're not worried about what the people who are kind of foodies are interested in. They wanted to capture the attention of the biggest and best foodies in America’s cities.

Who are your superfans? What experiences are you going to build for them this week?

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See ya!

Ali

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