Sparkling Ice knew they had a strong base of hyper-loyal customers. However, overall brand awareness was low and marketing budgets were tight. They needed a marketing idea that tapped into people's love for the brand to build awareness.
We discovered something interesting through social listening: Sparkling Ice loyalists loved talking about their favorite flavor. So much so, in fact, that they regularly posted about their passion, including product shots of every variety: bottles on beaches, selfies while kissing the bottle, pyramids of bottles — you name it. We tapped into this existing phenomenon, as well as people's desire for fame and fortune, by creating Flavor Face Off, an entirely digital program designed to amplify social sharing.
Customers simply posted their content tagged with #SparklingIceContest. The more they posted, the more points they earned. They could earn even more points by participating in minigames and having friends like and share their content. We created a real-time leaderboard so players could track the action, monitor their score, and compete with others. We engaged with participants to encourage them and help keep them going. The grand prizewinner had their face featured on the label of their favorite flavor, as well as receiving a year’s supply of product and an endless supply of bragging rights. All they had to do was share the love.
Did they ever share! Flavor Face Off attracted nearly 50,000 participants over an eight-week period. Players pushed nearly half a million pieces of branded content into the world (for free) and Sparkling Ice saw a major spike in fans/followers across their social channels. And the campaign achieved its overall mission by surpassing expectations in improving overall brand awareness. Sparkling Ice customers had fun and our clients were downright bubbly.