Tetra Pak- Trick or Treat Me Campaign

Tetra Pak Campaign for Hershey’s and Organic Valley

JB CHICAGO JB Chicago is an integrated marketing agency built on providing sound marketing solutions, creativity and strategies to make your marketing dollars work toward your bottom line. We have specialized in integrated marketing for over 15 years by targeting consumers, conducting B2B outreach, changing perceptions, increasing visibility and making a splash. Strategic Marketing Creative Services Communications and PR Media Planning Direct Marketing Sales Promotions Online Marketing

Strategic Marketing Creative Services Communications and PR Media Planning Direct Marketing Sales Promotions Online Marketing SITUATION ANALYSIS: Tetra Pak wanted to get word out about healthy snacks for kids – namely, chocolate milk served in cartons, which are also better for the environment. The campaign was kicked off just prior to Halloween, so moms we encouraged to hand out single serve cartons instead of the typical “junk.” Games (in the form of applications) were created on Facebook, Twitter and the Web. The kicker? Each time someone played the game or sent a Halloween-related e-mail, 10 cents was donated to World Wildlife Fund. Also incorporated into the campaign were downloadable coupons for Hershey’s and Organic Valley chocolate milk. GOALS: • Encourage parents to distribute chocolate milk in cartons this Halloween • Inform parents of the benefits for both their kids’ health and the environment • Create fun ways for users to engage with the brand while donating to WWF

STRATEGY: JB Chicago created a Halloween campaign to help promote Tetra Pak cartons. The company used its “seed, convert and sneeze” strategy to establish a core audience that was inclined to share the campaign vehicles with others. Pertinent influencers were found on Twitter, Facebook and blogs, then seeded with the campaign messages. Through the use of both relationship building and paid outreach on these mediums, users began to talk about the campaign and use the applications -- and encourage their friends to do the same. Conversion was achieved when users visited the Facebook, Twitter and Web applications, which allowed them to send “tricks or treats.” It was also attained when users clicked on links that directed them to the Hershey’s and Organic Valley coupons. Upon visiting the application landing pages, the 10 cent donation for each click within the applications prompted users to sneeze the message out to friends – as did the fun nature of the games themselves. Compelling components : • Each time users sent a “trick or treat” within the apps or sent an e-mail, 10 cents was donated to WWF • Competition: Twitter users were ranked by number sent; list seen below the application on the landing page • Games were user generated (not spam) • Humorous, personalized info: Do your friends deserve a trick or a treat? Also, the pictures users uploaded within the e-mail placed atop the bodies of dancing “monsters.”

Strategic Marketing Creative Services Communications and PR Media Planning Direct Marketing Sales Promotions Online Marketing TACTICS: • Develop relevant, engaging applications on Facebook and Twitter • Ensure these applications are both engaging and informative • Create a Web-based Flash component that allows users to e-mail Halloween-themed message (with pictures) • Monitor number sent within each application so donations are tracked • Reach into Twitter’s APIs to develop rankings • Create separate landing pages for the Facebook, Twitter and Web applications (with the blog underneath) – keeping the user in the medium of his or her choice. • Seed the campaign with key Facebook, Twitter and blogging evangelists to help create word of mouth • Incorporate paid advertising for Twitter and bloggers to increase word of mouth. • Create a “sneezing” device to allow users to spread their message once created.

FACEBOOK Facebookers sent out “trick or treat” gifts to friends. Those friends were then notified they can send their own, and that each time they did, a donation was made to WWF. On the Facebook landing page, a tab that informed users not only how many tricks and treats they sent and received, but also how many their friends sent and received. Users could also access coupons for Hershey’s and Organic Valley chocolate milk from this page.

TWITTER Once at the Twitter landing page, users selected either a “trick” or a “treat” to send to a Twitter friend, or they could inform them of their ranking in the contest to send the most. Directly below the area where users opted to trick or treat a Twitter friend, there was a ranking of the “Scariest Twitterers” – the people who send the most tweets. Each message was also automatically populated with a relevant hashtag, such as #Halloween, #CharityTuesday and #chocolatemilk. Users could also access coupons for Hershey’s and Organic Valley chocolate milk from this page.

TWITTER Trending Topic October 13th was the kickoff of the #chocolatemilk Twitter party, which was about announcing the launch of a new milk mustache campaign. JB Chicago noticed the beginning of this trend and began to reach out to influencers, asking them to help the trend gain momentum, as it directly related to our current campaign. The trend became the number one topic on October 13 th . From there all messaging related to the campaign was tweaked to incorporate the trend. The trend continued to hold its own near the top of the ranking. The trend began to die down on October 15 th , but it spent a good day and a half in the top 10. How big? Taking into account that 1900 tweets per 11 minutes is what equates an average trend, we got 40,219,200 impressions.

WEB This landing page allowed users to customize a Halloween e-mail, complete with their friends’ pictures atop monsters, dancing to a Halloween rhyme. Below the e-mail section was the TrickorTreatMe blog, where moms could discuss healthy snack options. Tetra Pak info was secondary, and a video made by Robin Miller of the Food Network for the campaign was also incorporated. As with the others, on this landing page, users could also access coupons for Hershey’s and Organic Valley chocolate milk.

WEB:
Blog Conversion
Come October 31 st , the
TrickorTreatMe blog was converted to
the MomsForHealthyKids blog. The
TrickorTreatMe blog reverts users to
the Moms blog, which has new designs
but the same goal: Informing parents
about healthy treats to give their kids.
This ensures the Tetra Pak name will
stay relevant post-Halloween, and
parents who used the blog as a resource
and to interact with others can continue
to do so.

RESULTS
• 112 million impressions in just a month and a half
• Over 40 million came from #chocolate milk (trended for over 28 hours)
• Over 90,000 coupon printouts
• 109,116 quality clicks (defined as clicks with a qualified action)
• Over 100 blog posts written about the campaign
• Surely there were more we were unable to find!

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Tetra Pak- Trick or Treat Me Campaign

by Steve Gaither on Nov 23, 2009

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