Michael Galen Hicks, a creative genius who lived life large, and knew no limits, encountered his own limits when he succumbed to complications from a heart procedure on July 17, 2016. Mike was born in Illinois, but he and his family got to Texas as quickly as they could. He had two lovingly quirky parents, younger brother and fellow musician Guy, and older brother John. Torn between choosing a career as a musician, designer, or writer while studying at Texas Tech University, Mike characteristically chose all three.
Nearly 500 selfies were submitted, and a lucky 243 were “chosen” to have their likeness printed in edible ink on a real tortilla. Overall 839k impressions were created; participating influencers had a total audience reach of 8.9 million and 24.3k engagement.
“Every year there is at least one attraction that seems to stop people in their tracks. This year, it was the La Tortilla Bendita Selfie. Yep, you guessed it: selfie images portrayed on tortillas,” wrote Forbes contributor Jean Case. The brainchild of Archer Malmo, La Tortilla Bendita (LTB) was a way to connect on-site with Southbyers and bring the agency’s mix of brand thinking and technology to SXSW by showcasing novelty, personalization, social sharing and synergy between online buzz and offline experiences – by printing selfies on tortillas. And it worked. Every day, hundreds of people stopped by the La Tortilla Bendita tent in the SouthBites food truck area to see the selfie tortilla printing process, look at the gallery of printed tortillas and submit their selfie. Watch a video of LTB in action below.
La Tortilla Bendita’s buzz via social media and in press included The Austin Chronicle, Eater Austin (above the Anthony Bourdain recommendation, no less!), CBS Austin live Facebook stream, and Fox/Good Day Austin, as well as hundreds of mentions on Twitter via the #TortillaBendita hashtag. Even Gary Vaynerchuk, Chef Jose Andres, Nola Weinstein, Sarah Kunst, Jonah Berger, Blake Irving, PBS Food and other notable celebrities/brands got in on the action. See the full case study here.