In 2017 summer Sió launched a new OTG packaging for one of the brand’s existing product lines, CitrusFriss. We were entrusted with the task of providing a digital strategy for the brand’s online platforms to support the #mutihogyrazod campaign. The emphasis was set on the main USP of the renewed packaging: the 0,5 L PET bottle was designed to be portable, durable and the pulpy juice inside tastes the best after shaking.
The target audience included teenagers, so we had to be on top of the latest social media trends to appeal to them and introduce the product in a compelling way.
Considering the preferences of the targeted age group, Instagram became the main communication platform of the online activation – complemented with related Facebook posts.
We combined the new OTG packaging with a bottleflip challenge, so one the biggest YouTube crazes became the central element of our social media competition. Contestants had to shake a CitrusFriss OTG bottle in the most creative way possible, record it and upload the result to their Instagram profile with a #mutihogyrazod hashtag. Each day one lucky contestant won B.my.Lake or Strand Festival tickets, and each week’s most creative entry was awarded a GoPro action cam to keep the game exciting.
In order to get high quality UGC we flooded the brand’s Instagram and Facebook page with Sió bottle flips. We recorded bottle flips all around Budapest for 2 months to provide entertaining content and inspire contestants. Videos, GIFs and boomerangs were used to demonstrate the flipping method in the most spectacular way
Besides creating epic self-made content popular influencers were enlisted to the campaign. Branded content made by well-known vloggers and musicians were shared by the social media platforms of Sió as well to increase fans’ awareness
Supporting offline brand activation
Sió tasting events and promotional activities also took place at summer festivals popular among members of the target audience. We delivered the festival feeling to our fans at home through the brand’s social media channels.
Sió bottle flip challenge became a social media hit!
- More than 950 UGC videos with #mutihogyrazod were uploaded to Instagram during the campaign.
- We reached over 30.000 people, in two weeks’ time and 120.000 people during summer festivals. As a result of our festival acitity: over 800 festival goers got to ride the Sió Rodeo