Challenge
Strategies
Results
- Create buzz and trial for the product launch of a new "drinkable" breath freshener, Close Call
- Connect with elusive 18-24 target
- Deliver consumer experience and retail demand
Strategies
- Recruited campus alpha-consumers (leaders of fraternities, sororities, clubs, organizations)
- Researched high-traffic /relevant areas to execute campaign
- Smoking Areas
- Eateries
- Greek Locations - Challenged team leaders to develop bar and event promotions to support "social use" strategy
- Created push to website
- Developed and managed site photo gallery while executing photographs in the field
Results
- Campus and "near-campus" promotions effectively reached target
- Steadily grew website traffic throughout campaign
- Distributed tens of thousands of samples and premiums
