TouchIT

Challenge

IZZE was looking to make a splash with the launch of the newest flavor in its "Esque" line of low calorie soft drinks, Sparkling Watermelon. The brand had an unusually high number of social media followers, but lacked a means for exciting these enthusiasts to create an event-like feeling around the new flavor’s debut.

Solution

Casting aside the usual traditional straightforward announcement, we opted instead to leverage IZZE's actively loyal customer base through a two-tiered social media campaign to first tease, then activate IZZE fans about the new flavor.

The pre-launch deployment of this strategy took the form of a clever, slow tease campaign calculated to pique interest in the imminent arrival of the new flavor by shrouding it with a bit of mystery. Capitalizing on the high level of social media engagement among IZZE customers, we created a series of unique poster-like ads for the IZZE Facebook page that merely hinted at the new flavor’s secret identity without revealing it. Every day leading up to the unveiling, an entirely new poster appeared, offering fans additional visual and factoid-like clues about the flavor. Each piece invited fans to post their best guesses at the mysterious flavor's identity to the page’s wall. To boost traffic even further, a bubble promo appeared on the izze.com homepage, allowing visitors there to click through and participate in the Facebook challenge as well. This phase culminated in a final poster on launch day revealing Sparkling Watermelon as the newest flavor and welcoming it to the Izze Esque family.

Post-launch, we rewarded fans for participating and activated them to sample Izze Esque's latest creation by offering a coupon which could be redeemed in stores for a discount on the all-new beverage.