TWO DELICIOUS NEW SUMMER PRODUCTS promoted with one beautifully designed, lead-generating Tug of War campaign that encouraged fans to try both drinks and vote for their favourite.
Blenz Coffee is a Canadian coffee company with a passion for providing opportunities for people to socialize over premium drinks. They're renowned for their attention to the beautiful details, from their latte art to their flawless Instagram feed.
The social team at Blenz wanted a way to work with fans to promote their new line of fruity iced tea lemonades. They also needed to encourage fans to go to physical stores to try the new drinks and provide feedback on which they liked.
Incentivizing with a gift card, Blenz crafted an interactive campaign that asked fans to choose between their two new products - Stone Fruit or Melon Berry iced tea lemonades. The Tug of War not only encouraged fans to go to Blenz and try them, but it also helped Blenz learn which was the most popular among their fans. As fans voted, Blenz collected valuable contact information which automatically imported into their email platform. Major bonus: as fans voted, Fan CRM tagged their profiles with their preference so Blenz can cater future ads and emails about the new drink line to each fans' unique tastes.
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Editor's Note: We've started a new column on the Digital Marketing Digest called "Weekly Wows"! Each week, we'll highlight a WOW-worthy campaign by one of our Tradable Bits partners. Anyone can apply to be featured by emailing firstname.lastname@example.org. Enjoy!