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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