PromoSuite Presentation Offers Examples Of Using Social Media To Reach 'Lost Generation'
September 30, 2010 at 12:33 PM (PT)
PROMOSUITE's "Marketing Blitz" presentation by CURIOSITY ADVERTISING's MATT FISCHER at the NAB/RAB RADIO SHOW in WASHINGTON THURSDAY (9/30) on how to use social media to engage the "lost generation" used a campaign on behalf of MENTOS to illustrate the use of new media to boost a brand.
FISCHER's presentation described the rebuilding of MENTOS' brand and market penetration using "home brew" YOUTUBE videos recalling the classic "Freshmaker" slogan and added social "spidering" and marketing to drive a 15% increase in sales and market penetration.
The campaign primarily used FACEBOOK and YOUTUBE, playing off the MENTOS-and-DIET-COKE experiments, and added TWITTER as well. The result led to a new campaign, "Fresh Goes Better," with fans posting photos and videos of exactly what they think "fresh" goes better with, plus fan-created songs, jingles and merchandise for which fans retained the rights.