Sprite’s recent Snapchat campaign in Brazil is making waves worldwide for successfully generating over two million views in days. Called “RFRSH Na Lata,” or “refresh on the can,” the campaign runs through November 27 and offers Snapchat users a chance to appear on the company’s soda cans in Brazil.
For a chance to appear on a Sprite can in Brazil, fans first need to register their Snapcode on a dedicated microsite. Upon entry, fans must wait until December 3rd to find out if they are selected. In the interim, fans are encouraged to scan the printed Snapcode on the Sprite can on Snapchat with their camera to view and add the users featured as new friends.
To raise awareness for the campaign, Sprite partnered with 15 influential Brazilian Snapchat stars to print their Snapcodes on cans. According to the agency behind this campaign, CUBOCC, many of the Snapchat stars featured have tripled their fanbase in a two-week period as a result of the campaign.
Supporting elements of this campaign include promotional content across Facebook, YouTube, and websites like winnin where users can vote on “battles” for their favorite would-be Snaps.
So, what can you learn from this successful campaign?
What’s Old is New
Featuring celebrities or fans on packaging or advertisements isn’t anything new. In 1934, Lou Gehrig was the first athlete to appear on a Wheaties box, and numerous companies have turned to social media to cast fans in ad campaigns, such as Marc Jacobs and Dunkin’ Donuts.
However, what is exciting and new is how Sprite fused technology, social media, and product placement to captivate the attention of a largely millennial audience. (highlight to tweet) Use this notion of borrowing from and innovating upon existing concepts to drive new levels of creativity and success in your marketing efforts.
Know What Motivates Your Audience
Hosting this type of contest on a Sprite can wouldn’t work if it didn’t appeal to customers who want to discover great content or star in the campaign. It begs the question: Could printing someone’s Snapcode on a product be akin to the Wheaties box for the Snapchat generation? It’s not so far-fetched, if you consider the sizeable interest in a short timeframe, plus the different type of “creator celebrity” channels like Snapchat are producing and bringing into mainstream media.
Develop Mutually Beneficial Influencer Partnerships
Any influencer worth working with is going to be protective of their personal brand. After all, their brand is how they win loyalty, followers, and ultimately partnership opportunities with companies. By making the partnership mutually beneficial, Sprite is not just asking for the reach and influence of Snapchat stars—it’s also offering a compelling value proposition. By offering its real estate—its cans—Sprite is also promoting the discovery of interesting creators and personalities on Snapchat in Brazil.
Stay tuned until after December 3rd, when Sprite reveals the lucky fans selected.
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