Shasta was looking for fun ways to support their winter 2013 campaign theme “Flavor & Fun” and highlight their wide variety of flavors, while driving traffic to retail partner locations Albertsons and Associated Foods in four key markets. In addition, Shasta wanted to increase “likes” of their Facebook page.
KMS worked with the client to create a multi-tiered radio/online/promotional sweepstakes effort utilizing a “like-gated” promotional microsite, and a chance for consumers to win their choice of six “flavorful vacations.”
Select local station homepages were taken over by Shasta, driving users to the Shasta Facebook page. In addition, select local radio stations and station personalities shared the promotion through their social media networks.
Local radio stations also brought the “Flavor & Fun” direct to shoppers, setting up in Albertson’s and Associated Food locations with Shasta sampling, couponing, and prizes.
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KZZP-FM | Phoenix, AZ
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KJMY-FM | Salt Lake City, UT
Results
Over three months:
- Over 12,000 unique entries were generated
- Shasta’s Facebook page saw more than 24,000 new “Likes” – an increase of nearly 50%
- More than half of the unique entries chose to share the Shasta Facebook page
- During one two-hour in-store appearance in particular, over 60 cases of Shasta were sold
