Marketing: Modelo Especial, Coco-Cola, Heineken roll-out new promotions
Modelo Especial, an import beer brand by Crown Imports LLC, Chicago, in collaboration with Sports Illustrated and international soccer player Clint Dempsey, last month invited fans to enter Modelo Especial’s VIP Soccer Sweepstakes. The contest awarded five grand prize winners a trip for two to attend an international soccer match of their choice. Modelo Especial displays at retail provided fans with information about how to enter to win one of five trips to a regular season international soccer match including hotel, airfare and match tickets for two. Fans also were able to enter by visiting si.com/shootout, a one-on-one virtual soccer shootout game where fans tested their soccer skills against Dempsey. QR codes on retail displays also unlocked exclusive Sports Illustrated content about the top 11 soccer players in the world.
The second annual America Is Your Park campaign, hosted by The Coca-Cola Co., Atlanta, in partnership with the National Park Foundation, America’s State Parks, and the National Recreation and Park Association, urges families to get outside and play in the park. By voting for their favorite parks, families have the opportunity to see the winner named “America’s Favorite Park” and receive a $100,000 recreation grant made possible by the Coca-Cola Live Positively initiative. People can log on to livepositively.com to vote and the three parks that receive the most votes by Sept. 6 will be awarded recreation grants to help restore, rebuild or enhance recreation areas in parks in which people can play and be active.
Global juice drink brand Tampico Beverages, Chicago, launched its Unique Like You digital and social media campaign to support the product’s new 20-ounce single-serve packaging option. The campaign targets 16- to 28-year-old consumers and incorporates an interactive photo contest, comedic videos, online advertising and social media marketing with support from radio, sports and community events, store visits and guerilla marketing. The photo contest allows consumers to submit photos of themselves that embody the “Unique Like You” tagline and ask friends to vote for their pictures. The 500 entries with the most votes will have a chance to appear in a Tampico Beverages photo mosaic, which could be used later for marketing purposes. One grand prize winner will be selected to receive a digital rock star kit, including a laptop computer, digital music player, designer headphones and digital music gift card. The campaign is scheduled to run through the end of this summer.
The ‘Throwback Shack’
PepsiCo brand Mountain Dew is celebrating the permanent availability of Mountain Dew Throwback, which is sweetened with sugar, with a fully interactive online “Throwback Shack.” The website is designed to immerse consumers in the vintage Mountain Dew brand through a tour of the home of Willy, the 1960s animated Mountain Dew pitchman, the Purchase, N.Y.-based company says. In the interactive experience, Willy shares his favorite Mountain Dew collectibles with the brand’s fans as they tour through his home. Throwback Shack users can enter to win prizes, such as retro-themed Mountain Dew-branded clothing, a flat screen TV, Mountain Dew pinball machine and a secret stash of Mountain Dew Revolution, a Mountain Dew flavor that is not currently available in stores, by “wanting” items as they go along.
TV ad campaign
Heineken USA, White Plains, N.Y., premiered a new TV advertising campaign for its Heineken Light brand under the “Be a Man of the World” platform. The marketing effort features commercials centered on consumers and their “occasionally perfect” experiences. The first spot in the series, “Snakeskin Jacket,” follows the brand’s Man of the World character as he encounters everyday situations where his snakeskin jacket may not be the most appropriate clothing choice and goes completely unappreciated, such as playing golf or sitting in a boardroom meeting, the company explains. However, the character’s luck changes when he finds himself at a secret offshore charity snake-fighting event. There, he celebrates his “occasionally perfect” experience with a Heineken Light. The integrated campaign, created by Wieden+Kennedy New York, was developed parallel to the award-winning, global Heineken Lager “Legends” ad series, the company says.