OPPORTUNITY

Leverage seasonal, limited-time-only flavor fanatics’ passion. Mobilize this powerful force and create demand for Sierra Mist.

THE IDEA
Re-Gifters Anonymous was based on research revealing that the Sierra Mist audience is a creative bunch, and re-gifting was repeatedly mentioned as a ‘new tradition’ they practiced.

Over the course of a six-week program on Break.com and Facebook, the Cranberry Splash community embraced a series of humorous video confessions, along with an online application that allowed viewers to try re-gifting themselves. Cranberry Splash branded gifts, offered for free in the Facebook gift shop for a limited time, spread like wildfire. The application allowed participants to upload their photos and obscure their identities by applying a black bar across their eyes just like the shamed confessors in the video series.

For an added twist, a national sweepstakes promoted the chance to win the ultimate re-gift-proof gift — a $500 American Express Gift Card.

VISIT THE BREAK.COM CHANNEL PAGE

1. •Facebook partnership
   

2. •Free branded re-gifts in Facebook Gift Shop
   

3. •Break.com Channel page
   

4. •6 confessional videos
   

5. •Online re-gifting application
   

6. •Contest to win $500 gift card
   

1. •Overall, the campaign received more than 118,000,000 impressions
   

2. •The videos exceeded 777K views
   

3. •518,560 re-gifts were given directly inside of the ad unit and users could click directly to the gift store via the ad
   

Re-Gifters Anonymous Sierra Mist

SOCIAL MEDIA CONTENT PROGRAM