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Social media and Hispanic traditions came together in Tampico Beverages’ latest Latino campaign when the brand turned to a piñata in order to drive direct interaction with consumers.
The interactive ‘Piñata Bash’ contest to promote its 20-ounce, single-serve juice drinks among younger, socially connected Hispanics. Tampico fans can take a swing at a virtual piñata, capturing chances to win bikes, headphones… and even a car.
The conduit? A 3-D Facebook app.
“A campaign like this one reinvigorates the brand and unites two cultural icons – Tampico and piñatas- in a contemporary and relevant way,” says Marta Gerdes, Tampico’s vice president of marketing. “The digital connection gives Tampico’s consumers the opportunity to share the celebration with friends.”
In addition to social media, the ‘Piñata Bash’ – which runs through September 3 – extends into in-market activations, including events and promotions with retail partners, as well as promotion activities and point of sale components. Bash participants can enter the sweepstakes by personalizing a digital piñata and sharing it with a friend who breaks the piñata, or by breaking a piñata that a friend has shared with them.
Tampico is already seeing strong results and sales gains from the ‘Piñata Bash,’ averaging roughly 1,000 new fans daily to its Facebook app.
“We’re well on your way to reaching our objectives – increasing the dialogue and interaction with consumers and getting a conversational exchange of comments from fans and their postings,” says Gerdes. “It keeps us relevant and allows us to maximize brand loyalty.”
Gerdes points out that using digital media to increase consumers’ loyalty with Tampico is a wise strategy because it taps into fans’ sentiments, creating an intimate association with the consumer that has known Tampico for a long time and now sees that the brand is becoming a part of their lifestyle.
For Tampico executives, research is key, delivering insights about how consumers use and interact with their products. It’s this knowledge, Gerdes notes, that brand executives keep top of mind as they expand their dialogue with consumers. “Fact-based and measurable research allows us to make decisions that are right for the brand and for our consumers.”
Over the last two years, Tampico has intensified its digital and social media activations targeting U.S. Hispanics.
In mid-2011, the company launched “Unique Like You,” a campaign, showcasing its 20-ounce single-serve portion, that included an interactive photo contest, comedic videos, online advertising. The initiative extended into radio spots, in-store events, and guerilla marketing (HMW Archives 7/6/11. Juicing It Up Socially).
“We’ve already built a relationship and loyalty with them, but as their lifestyle needs change, we want to extend the brand to them in a way that’s part of that lifestyle,” says Gerdes. “We’re looking to tap into the scope of the consumer’s needs and experiences.”
A 2008 campaign in Chicago served as the pilot program for Tampico’s Latino-focused outreach and marketing strategy. That was the first big advertising push from a brand that had generally focused on below-the-line and experiential initiatives rather than traditional media (HMW Archives 9/1/08. Tampico Raises The Glass).