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.
August 15, 2011