Vitaminwater launched the new “flavor-creator” Facebook application which allows fans to create the company’s newest flavor. The application allows fans to combine popular flavors and even design the bottle for the drink. The winning flavor, as determined by Carrie Underwood and 50 Cent, will net a lucky Vitaminwater fan $5,000.
Zeta Marketing Solution to Cross-Promote the “Flavor-Creator” App
• Vitaminwater should use email marketing to alert consumers who are not current Facebook fans or are not aware of the flavor-creator application and contest.
o Utilize the consumer email database that parent company Coca-Cola possesses to publicize the application and contest via email.
Deploy a large scale campaign to younger consumers from both the Coca-Cola and Vitaminwater email lists.
• The emails will feature basic details on the contest combined with the flavor-creator avatar linking to the Facebook application.
• The flavor-creator avatar will be above the fold of the email to foster more clicks to the Vitaminwater Facebook page.
o The email will be sent on a Tuesday, Wednesday or Thursday to maximize open rates amongst potential participants.
o Analytics implementation can be leveraged to get granular reporting on the success of these emails.
• Vitaminwater should leverage the popularity of contest judges Carrie Underwood and 50 Cent
o Search engine marketing is a great medium to capture fans of the artists who may not be aware of their involvement with Vitaminwater.
Purchasing artist-related keywords via Google Ad words (example: “Carrie Underwood”) will help drive traffic and attention to the Vitaminwater Facebook page.
• Keywords “Carrie Underwood” and “50 Cent” accounted for well over one million searches last month on Google alone.
o Vitaminwater should use the popularity of investor/endorser 50 Cent, to cross-promote the application on his Twitter page.
o 50 Cent has over 1.5 million followers. Semi-regular tweets will promote and drum up excitement about the application and contest while providing free marketing for Vitaminwater.
o Produce a mashup utilizing Carrie Underwood and 50 Cent’s most well-known songs as source material, posting it on the Vitaminwater contest page and promoting it through 50 Cent’s twitter page as link bait.
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