TAGS: brand activation / buzz / traffic driver website
During
the 1990s, the cartoon Fido Dido has been the symbol of the soft drink
brand 7UP. To reintroduce its front line man, 7UP decided to use a
viral marketing campaign based on icecards. Consumers could order their
personalized icecards via a link on www.7up.nl that directed them to a
specially developed minisite.
CAMPAIGN FACTS• Online: 66,000 unique visitors / 226,000 pageviews
• Offline: 10,000 consumer activations / 156,000 card impressions
• Database: 10,000 records OBJECTIVES AND TARGET GROUP
• reach people between 14 – 30 years
• create buzz around reintroduction of Fido Dido
• generate a database
• generate website traffic to www.7up.nl
CAMPAIGN SET UP
7UP
ran a campaign of 10,000 sets, each containing 20 icecards. To promote
the campaign and to create awareness under the target group, a link on
www.7up.nl, and a banner campaign were used.
Consumers could choose between two visuals and two text templates, hence also were able to adjust the cards to their wishes. After ordering, consumers received their personalized icecards within two weeks at home and could start handing them to their friends and aquaintances, stimulating word of mouth.
CAMPAIGN RESULTS
Consumers
responded very positively on the icecards campaign: all 10,000 sets
were ordered and distributed in only 20 days. Moreover, within 1 or 2
hours each day the maximum day limit was reached. The campaign
generated a significant increase in web traffic to www.7up.nl, due to
high demand. 66,088 people visited the specially developed minisite.
80%
represented the age group of 14 – 30 years, nicely in line with the
campaign goals. The average age of the people ordering cards was 25.6
years, peak lying at 17 years. The campaign had a strong online and
offline effect, resulting in 10,000 sets of icecards ordered online,
and offline 200,000 cards of which 78% will be distributed.
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