Marketing: New programs, apps, events and contest entice consumers
What’s your pet peeve?
In collaboration with Buzzfeed, Florida Orange Juice launched a campaign to remind consumers that humor — like a glass of orange juice — can help people take on the day, no matter what it brings. The campaign began with a Twitter scan that revealed the Top 10 annoyances of Americans, which included encountering typos and bad grammar via text message or email; delayed text and email responses; and loud chewers and heavy breathers. Through the end of this month, consumers can post captions to images illustrating everyday annoyances on the Florida Orange Juice channel of Buzzfeed. In March, the consumer with the top contest entry will win a trip to Chicago.
Constellation Brands Inc. launched a new mobile marketing program in the northeastern United States featuring new products and popular wine brands within the Hello Vino mobile app for Android and iPhone devices. The company utilizes push notifications and sponsorship features through the Hello Vino mobile platform to deliver messages and assist shoppers with wine purchase decisions at the point of sale. Preliminary results for the month of November indicate an 18 percent intent-to-purchase rate and a 13.9 percent engagement rate, the company says. The free Hello Vino mobile app serves wine recommendations to consumers based on personal taste preferences, special occasions and meal selections.
King of Beers
“King of Beers” takes on a new meaning for Anheuser-Busch’s new Budweiser Black Crown beer, which won national distribution through the brand’s Project 12 initiative. After being selected as one of three beers in the Project 12 sampler pack, the beer went on to receive the highest number of votes from more than 25,000 Americans of legal drinking age. Budweiser Black Crown now is available on- and off-premise in 12-ounce bottles in six- and 12-packs as well as 22-ounce single bottles. It also recently made its debut on TV in a 30-second commercial during the Super Bowl.
Bacardi for the future
As part of the year-long celebration of its 150th anniversary, Bacardi created a commemorative time capsule at its Bermuda headquarters to symbolize the unity, passion and pioneering spirit of the brand. Filled with company and brand awards, anniversary memorabilia, photos, advertisements and more, the time capsule captures a living snapshot of the company’s 2012 experience.
Taking the plunge
Kwass’Up, a new non-alcohol malt beverage brand by Pure Ally, Ft. Lauderdale, Fla., showcased its adventurous side by sponsoring this year’s Coney Island Polar Bear Club New Year’s Day Swim. The Kwass’Up team provided warm towels and thousands of bottles of its new, naturally energizing beverage to the event’s 3,000 swimmers and 5,000 onlookers. Proceeds from the event benefited Camp Sunshine, an organization that provides outdoor adventures for children with life-threatening diseases.
Hero in the making
Big Red is giving everyday Joes the opportunity to be an action hero like John McClane, the hero of the “Die Hard” movie saga, for a day. In partnership with 20th Century Fox, the soda company is simultaneously promoting the carbonated soft drink line and “A Good Day to Die Hard,” the latest installment of the cinematic series, with the Zero 2 A Hero promotion, which includes the Ultimate Die Hard Stunt Trip Adventure contest. The winner and a guest will travel to Las Vegas for two days of action movie-type experiences including stunt driving and a nighttime helicopter ride. Fans also can enter other contests within the Zero 2 A Hero promotion to win “Die Hard” movie tickets, posters or the “Die Hard” 25th Anniversary Blu-ray Collection. The promotion is featured on bottles and packs of Big Red and Big Red Zero as well as in-store displays and point-of-sale items.
Water and wine
The Hess Collection found a new pairing for its Select tier of wines — sustainable seafood choices. The wine label partnered with the Monterey Bay Aquarium’s Seafood Watch program to encourage consumers to pair Hess Select sustainable wines with sustainable seafood choices. As part of the initiative, quick-response codes on advertising and select materials, and Hess Select’s new website, hess-select.com, link back to the Seafood Watch website as well as downloadable apps, pocket guides and other program information.
Beef from beer leftovers
This month, Longmont, Colo.-based Oskar Blues Brewery integrated its brewing and restaurant roots to open its fast-craft-casual restaurant, ChuBurger. Through the Hops & Heifers farm, a venture that was inspired by Oskar Blues to integrate brewery outflows of spent grain, a potent protein mash, along with all-natural grass and hay to create a local, fresh plate, the restaurant serves its own all-natural, grass-fed, 100-percent Black Angus beef. The restaurant’s menu also features other local, natural options, such as the brewery’s canned beer.