Gloves for Every Hand!
SodaStream teamed up with the launch of the film ‘Ice Age 4: Continental Drift’ to promote its limited edition of machines, bottles and syrups. The well-known PR and Communication agency Fleishman-Hillard Paris team designed and conducted the “SodaStream Fresh Campaign”, featuring street marketing and social media activities.
The strategy consisted in creating a relation of proximity based on fun and pleasure, close to Internet users, Parisians and teens. The team wanted to make the concept “Freshness in summer” buzz in the streets in a very short time.
This buzz amounted to a 10 days event at La Villette – a park very well known to Parisian families- where the team built a short-lived ecological ice-rink and a SodaStream bar in an Ice Age 4 environment. People could take part in the fun for free, with special animations by Scrat and Sid, the much loved characters from the movie.
In order to promote this event and attract a lot of people, Fleishman-Hillard set up a large social and street-marketing campaign. On top of tagging the Parisian pavements with ‘trompe-l'œil’ ice stickers, FH Paris opened an official SodaStream Twitter account and organized a treasure hunt in Paris. Via pictures of Scrat and Sid posted on Twitter, Parisians could meet them in Paris and win SodaStream products. “Fresh and fun” gifts were hidden in big ice cubes. How to get them? By breaking the ice! In total, 55,000 “Fresh kits” made of mint candies and flyers were distributed in 4 notorious places in Paris and 75 SodaStream machines and syrup bottles were given out as prizes to Parisians.
FH asked French IPPAG member LAGARDERE for some ideas for corporate merchandise which could have an original and lasting impact during the event. LAGARDERE provided the customized mint candies of the “Fresh kits” but also a smart corporate solution for people to bring home good memories of their time spent on the ice-rink: ‘magical gloves’. These gloves are made with a unique fabric so they can fit any hand size. After sample approval, the pairs of gloves were produced and delivered within five weeks in customized polybags.
The overall campaign was a great success with 73,025 people exposed to tweets, 6,000 people on the ice-rink and 12,000 soda drinks served in the SodaStream bar. More than 100,000 people met Scrat and Sid in Paris.
For a better feel of the success of the event, watch this video: http://www.youtube.com/watch?v=kd2_Fp5yWgU&feature=youtu.be