Campbell Soup serves up contest targeting younger consumers

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The Campbell Soup Company is conducting the “It's Amazing What Soup Can Do” campaign, using a sweepstakes to attract younger consumers. The overall effort includes mobile marketing, TV, print, online, radio and in-store media.

Campbell worked with its two advertising agencies of record, BBDO and Young & Rubicam on the overall campaign. For the “Soup Can Sweepstakes,” it worked with brand activation agency G2 USA.

The company says the effort is its first supporting all its US brands, including Campbell's Condensed, Chunky, Healthy Request and Select Harvest soup lines. The TV ads debuted September 6. Print ads will run in publications in late fall.

John Faulkner, director of brand communications at Campbell Soup Company, said it was easy to reach everyone through TV and print ads in previous campaigns. “But now the media space is more fragmented,” he noted.

This media environment has created new opportunities for the soup company to reach consumers — with a specific eye on Millennials — to highlight changes made to the redesigned soup labels.

The sweepstakes, launches last month, is using the barcode-enabled Stickybits mobile application. Consumers can scan any barcode and attach photos and video content using the app, or share the content on Facebook, Twitter and Foursquare.

Participants enter the sweepstakes by using the Stickybits iPhone or Android apps to scan UPC codes from labels of redesigned Campbell's Condensed soup cans. They can also share their impressions of the new designs by uploading a photo to the Campbell's condensed soup Facebook page.

Consumers can also enter directly from the campaign Facebook page. The grand prize is $500.

Faulkner said Campbell will measure the number of sweepstakes entries it receives.

There is a qualitative measurement, as well, said Faulkner, which he described as “how people are relating to the soups.” Campbell will also gauge real-time feedback, he said.

The company's goal is to drive traffic to the Facebook page, Faulkner said. “[We want] people to travel to the Facebook page and ‘like' us and try to get them into the conversation,” he said.

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