OVERDRIVE INTERACTIVE
SWEET TWEETS PRODUCT LAUNCH VIDEO
A key component of the social media launch of Sweet Tweets was the product sampling program which was designed to give consumers 25,000 free samples of the product. The introductory video, which would reside on the product's Facebook page, needed to, in an engaging and light-hearted manner, both explain the product and show users how to obtain a free Sweet Tweet for themselves or a loved one. The product sampling program for Sweet Tweets made excellent use of social media marketing, hit exactly the targt demographic (98% of the product samples were ordered by females between the ages of 25 and 40), immediately validated the product's widespread appeal (product samples went to all 50 states and their distribution was consistent with the corresponding population centers). Results from the product sampling program were then used by the Topps team as they pitched retail establishments for product placement on store shelves.
Contributors:
Product Manager: | Michael Giardina |
Sr. New Products Marketing Manager: | Anthony Trani |
Design Director: | Christian Gilbert |
Director, Interactive: | Andrew Abrahams |
Social Media Specialist: | Sara Brody |
Account Executive: | Emily Cruz |
Sr. Account Director: | David Gibson |
OVERDRIVE INTERACTIVE
Location: USA