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TAGS: Buzz / Word-of-Mouth / High quality data generation
Sunny Delight is Blue-chip Food & Beverage Company. To create rumour around the brand, stimulate word of mouth communication and increase trial Sunny Delight offers people the possibility to order their own Icecards (branded contact cards), which they can give out to their friends. In this manner the brand is activated in the minds of consumers and data is generated.
CAMPAIGN FACTS
The people who visit the Sunny Delight campaign site can order their
own Icecards (with the possibility to upload their own pictures). These
cards are spread to friends who consequently also visit the Sunny Delight
website. Through this viral marketing, both offline and online, the brand
Sunny Delight is activated under the target group and awareness is
created.The campaign was launched with a TV promotion and promoted
via the Internet with a banner on MSN Messenger.
OBJECTIVES AND TARGET GROUP
• Reach children in the age of 10-15
• Generate a database, collect email addresses
• Create buzz around Sunny Delight
• Give brand ambassadors a tool to stimulate word of mouth
CAMPAIGN RESULTS
People ordered more than 31,000 sets of Icecards within 6 months. The campaign reached a very broad young targetgroup, 66% of the orderers had an age between 7 and 13 years.
CAMPAIGN LINKS
Sunny Delight Website: https://www.planetasunnyd.com/es/fase1planeta.php
Order website: http://cluster.icecards.com/sunnydelight2007es/
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