The fanpage TABASCO® Deutschland functions as a platform for it’s fans to openly discuss their favourite brand of sauce and to interact with the brand. Strategically, communication on the fanpage focuses on the variety of products and impulses for usage. In order to communicate one of the lesser known TABASCO® flavours, the TABASCO® Brand Chipotle Pepper Sauce, a multiple-choice raffle („Produkttest-Aktion“ /„Testers Wanted“) invited fans to apply as one of 444 product testers. Users could apply, share their status as applicant and/or invite friends to participate in the raffle also. Among all participants entering the correct answer, 444 winners were drawn, each receiving a test-package of five products to test and share with friends. Testers answering a tester-questionaire could win further attractive prizes. The promotion was supported with a flight of Facebook CPC Ads. The „Produkttest-Aktion“ („Testers Wanted“) was extraordinarily successful with regard to the number of participants: All in all, a total of almost 16.000 users applied to test the TABASCO® Brand Chipotle Pepper Sauce during the application period of four weeks – a number that by far exceeded the expectations. Supported by a flight of targeted CPC Ads and sponsored stories as well as editorials posts, the total fancount rose by more than 13.000 fans during the period of the promotion. Shares, likes, comments and visits resulted in a relevant viral buzz and reach and thus created awareness not only for the campaign and the fanpage but also for the product. The product testers’ feedback (more than 75 % of the testers returned their feedback on the product via a questionnaire) gave relevant insights for market research. Sales in the onlineshop rose significantly*. *Figures cannot be publicly announced.
