Southern Comfort promotes new premix product
Southern Comfort has launched a promotion for its new premix product; Southern Comfort & Cola.
The promotion features a Facebook app, 'The Million Can Challenge' whereby consumers can open up to 100 of the million cans each day for their chance to win prizes.
The app was designed by Bath-based creative agency Kerve.
"We wanted to drive awareness of this new product amongst Southern Comfort's existing Facebook fan base but also ensure member activation to broaden the audience reach,” stated Kerve’s Southern Comfort senior digital account manager, Helen Bliss.
“The creative look and feel and choice of prizes were designed to create visual cues for consumers, to bring front of mind the occasions where this new, convenient premix product would be best consumed.
“Inviting consumers to share the app on Facebook with their friends provided us with extended new product awareness, whilst an average time spent interacting with the app of over 4 minutes, provides us with valuable brand 'face-time' with both our new and existing consumers.”
The launch of this Facebook app follows the success of Kerve’s 'The Big Can Challenge', where 240,000 cans were opened, with all prizes taken within five hours.