In an effort to launch the next flavor of Bazooka Candy Brands’ classic Ring Pop and raise awareness of the brand, DKC Connect created an original Facebook contest to target and engage current and potential Facebook fans, asking them to help determine the new Ring Pop flavor. DKC Connect developed and launched a Facebook crowdsourcing initiative featuring teen celebrities Megan & Liz, Kicking Daisies and Mindless Behavior. An interactive Facebook voting application allowed fans to pick the next Ring Pop flavor from three choices -- one backed by each band -- and was supplemented with the bands’ own Facebook posts, tweets and YouTube videos urging fans to vote for their flavor. The campaign garnered 11,500 new Ring Pop Facebook fans in the first 24 hours and received over 90,000 new fans over a four-week period, in addition to reaching 1.7 million Facebook users. The campaign was also featured in broadcast, blog and online magazine coverage in top outlets such as ABC News, Yahoo! News, Just Jared Jr. and J14, among others. The Ring Pop Facebook crowdsourcing initiative reignited overall brand awareness as well as invigorated the brand’s social media presence by placing the decision-making power in the hands of the fans, allowing them to determine the next Ring Pop flavor and newest Bazooka Candy Brands product. The brightly colored, interactive voting application made it easy and fun for fans to engage with the brand and cast their vote. Users of all ages participated in the contest, but tapping into teen celebrities with large social media followings to support each flavor allowed Ring Pop to engage with its teen target market on an entirely new level to reach current and potential consumers through Facebook. The fun, eye-popping design and seamless interactivity of the Facebook application, combined with the support of teen celebrities encouraging their social media communities to vote for their flavor through the Facebook app, led to a viral campaign that transcended the boundaries of social media to include traditional media conversations as well. The successful Facebook campaign caught the attention of the media, and quickly spread through online, print, and even broadcast outlets, demonstrating that with the perfect ingredients, a great Facebook campaign is made.
Official Ring Pop Facebook Page: http://www.facebook.com/ringpop Megan & Liz promoting their Ring Pop flavor through their YouTube channel: http://www.youtube.com/watch?v=S8kVB_TD_UE Broadcast placement of the campaign featuring Kicking Daisies: http://abcnews.go.com/Entertainment/video/catilin-carley-sisters-daisies-band-celebrity-hollywood-15552353 Online placement of the campaign featuring Mindless Behavior: http://www.justjaredjr.com/2012/02/10/mindless-behavior-vote-for-our-ring-pop-flavor/
