Foam Coffee Bar in Leederville recently launched a promotion employing the hashtag #foamroam. To take part you need to buy a cup of takeaway coffee from the store, then post a photo of it in some interesting location, including the above mentioned hashtag. The winning entry is rewarded with free coffee for a year.
I think it has good elements. Obviously there's the fact that it encourages people to take part, and buying a cup is a requirement. So apart from anything else it might actually bring in a few extra customers who wouldn't have heard about the venue any other way. Also, it's got its own memorable hashtag. This might take on a bit of life of its own. And it's got a visual component. As any social media addict knows, appealing photos and images are inherently shareable.
It's a good way of featuring their distinctive cups as well. Maybe they got a lot of positive feedback from customers about them, which is why they're a central part of the campaign?
Anyway, it will be interesting to see how it goes. If I'm in the area I may well buy a cup and take part myself ...