Snapple Beverage Group is hoping to cash in on consumers’ summertime thirst for fruit drinks and teas with a new, multi-media promotional deal with media giant Viacom.
Snapple’s campaign, dubbed “What’s Your Story?” and designed by Interpublic’s Deutsch, aims to drive consumers to a mini-site on the company’s home page. There, consumers are invited to submit their most interesting or embarrassing summertime stories.
Those that enter are eligible for a giveaway, with prizes including a 42-inch flat-screen TV, computers, and other gifts. Snapple will pick four finalists, create photos that represent the stories, and place the pictures on its Web site for voting. Entrants then will be contacted by e-mail to vote on the finalists, with the top two entries being made into actual Snapple commercials.
Through the agreement, New York-based Viacom will promote the company’s drinks across its television, radio, outdoor and online properties.
Three spots will be custom-produced by Viacom’s MTV unit, and will air on broadcast network UPN and cable networks MTV, MTV2, BET, VH1, Nick at Nite, CMT and TNN. Viacom Outdoor and its Infinity Radio group also will promote the effort. Snapple will highlight the promotion on its bottles and Snapple.com as well.
White Plains, N.Y.-based Snapple, a unit of Cadbuy Schweppes, said the campaign is an effort to better communicate with buyers. Specifically, online entry into the contest requires consumers handing over their addresses, phone numbers and e-mail addresses. (The entry form also includes a form to opt-in to promotional mailings.)
“The ‘What’s Your Story?’ promotion is an opportunity for us to open up a direct dialogue with Snapple’s consumers,” said Snapple chief marketing and operations officer Michael Sands. “Snapple has always been a ‘brand of the people’ and, for this reason, we want our Snapple fans to tell us what’s on their minds.”
Meanwhile, Viacom said the campaign typifies the sorts of cross-platform deals that its Viacom Plus multi-channel marketing group can put together for advertisers.
“Snapple’s ‘What’s Your Story’ campaign is an excellent example of what Viacom Plus continues to provide for our growing list of partners,” said Viacom Plus senior vice president Lisa McCarthy. “A strong, creative campaign backed by increased spending, coupled with the enormous, collective strength of all the Viacom brands, will enable Snapple to most effectively reach its target consumer and realize maximum added value.”
In addition to Snapple, Viacom Plus has handled recent multi-platform deals for Kraft and Proctor & Gamble.
