LaCroix Sparkling Water Sweepstakes:
Situation: LaCroix, a leading brand of sparkling water, created a promotion centered around the release of “Sex and the City 2” and needed support/more awareness of the campaign and the brand, especially among the target audience, females age 25 and up.
Objective: Support the promotion by raising awareness and driving sales and brand awareness across the country.
Concept: LaCroix held parties in four key markets to “ambush” the release of the “Sex and The City 2” movie. These parties gave attendees the opportunity to interact with brand representatives and to take home a “Swag Bag” of prizes. Since LaCroix could not physically be in every part of the country, a sweepstakes was offered on Facebook. Weinstock Marketing created a customized application to increase traffic to LaCroix’s Facebook page and to manage the campaign.
Details: The sweepstakes was communicated through:
- National print advertising in Cosmopolitan Magazine
- National mobile tour
- Radio campaigns in target markets
- Social networking
- Banner ads
Results: The sweepstakes was a huge success and generated an overall sales increase for the client. More than 7,000 people entered to win, creating awareness and visibility for the brand. The online sweepstakes generated a growth in the number of connections on Facebook, from 400 to over 10,000.