Tuesday, November 17, 2015

How Sprite’s Social Media Campaign Got 2 Million Views in 2 Days

How Sprite’s Social Media Campaign Got 2 Million Views in 2 Days

Sprite’s recent Snapchat campaign in Brazil is making waves worldwide for successfully generating over two million views in days. Called “RFRSH Na Lata,” or “refresh on the can,” the campaign runs through November 27 and offers Snapchat users a chance to appear on the company’s soda cans in Brazil.

What does this successful campaign exemplify?
First, one could say that something as “classical” as appearing in packaging still motivates the audience. However, what is exciting and new is how Sprite fused technology, social media, and product placement to captivate the attention of this audience.

Second, targeting the right audience will bring an adequate response. Hosting this type of contest on a Sprite can wouldn’t work if it didn’t appeal to customers who want to discover great content or star in the campaign.

Finally, using the leverage of mutual benefit can be extremely useful.  By making the partnership mutually beneficial, Sprite is not just asking for the reach and influence of Snapchat stars—it’s also offering a compelling value proposition. To raise awareness for the campaign, Sprite partnered with 15 influential Brazilian Snapchat stars to print their Snapcodes on cans. According to the agency behind this campaign, CUBOCC, many of the Snapchat stars featured have tripled their fanbase in a two-week period as a result of the campaign.

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