Public relations buzz in Paris with SodaStream & the Ice Age 4 movie! How to involve Parisian trendsetters & families in the SodaStream experience in a short period of time? A Twitter treasure hunt where people were invited to live the SodaStream experience and, potentially, win SodaStream products IRL. This social media operation illustrated SodaStream’s Twitter inauguration and registered up to more than 73 025 targeted by the tweets.Create buzz, build the “place to be" for 15 days, support the limited edition Ice Age 4 SodaStream machine and allow the brand to maximize sales in a short period of time. This was a real challenge because the best way to push SodaStream product sales is to have consumers taste them BEFOREHAND. Step 1: Engage web influencers in social media buzz creation For this operation, we started by following key influencers and people that we know already love SodaStream. Our first tweets were used to create a teaser of the partnership, with enigmas posted in a humorous tone and using a cold weather terminology and register for the text. Then, during 3 days, we posted pictures of Ice Age 4 mascots in Parisian streets with a SodaStream machine. If Twitter users guessed where pictures had been taken and had indeed been to these places, they won the opportunity to meet the mascots, go home with a SodaStream & Ice Age 4 limited edition, and… taste SodaStream sodas. Step 2: Engage interest Parisian people to extend the buzz During 4 days, SodaStream congealed Parisian places where tweeted pictures had been taken with crevasses clean tags on the ground. Big ice cubes holding SodaStream Ice Age 4 limited edition machines had been put in place as well, and in order to win gifts, people had to break the ice! Sid & Scrat mascots were on site to animate the operation and create gatherings. All people present at these street animations were given SodaStream fresh kits, consisting of fresh peppermint and flyers explaining that SodaStream would set-up a big ecological ice-rink and a SodaStream “Fresh" bar in free access. Step 3: Plunge people into the SodaStream experience During 9 days, we set-up a 250m² ecological SodaStream & Ice Age branded ice-rink and a Fresh Bar, allowing people to taste SodaStream sodas for free. On the first day, journalists, bloggers and partners’ families were invited to the inauguration of the Fresh Bar: a private preview of Ice Age 4, a boat trip with Scrat & Sid and a fresh cocktail with sodas were offered – not to mention ice-skating! Finally, objectives were reached: SodaStream buzzed with an operation creative enough to reach Twitter influencers and convince them to actually taste SodaStream sodas. • 73 025 targeted by the tweets • 110 000 people met mascots holding a SodaStream machine • 12 000 soda drinks served • 6 000 people on the ice-rink • 5 361 926 people reached by web and print articles
Video of the entire operation: http://www.youtube.com/watch?v=kd2_Fp5yWgU&list=HL1361530965&feature=mh_lolz Why was Facebook not used? SodaStream asked us to organize an operation in Paris only. Facebook SodaStream fans are country-wide, so communicating on a Parisian operation would have created unnecessary disappointments. This is why we only shared a few impactful pictures of the operation via Facebook which allowed us to successfully promote the SodaStream & Ice Age 4 limited edition machine.
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