JetSet Beverage Inc. is using GoFish.com’s “America’s Dream Date” online reality shows to promote its four new energy drinks to the much-sought youth segment.
Go Fish hosted an open casting call and preregistration July 4 that let users submit their videos advocating their candidacy as America’s dream date. Starting July 18, network members vote on the top videos until Sept. 12, when a winning couple will be chosen and sent on an expenses-paid luxury trip to Paris.
“There’s a million energy drinks but I want to introduce mine as the next evolution of energy drinks,” said Jeff Silver, CEO of JetSet, San Francisco. “I think Go Fish is the next evolution in online video communities. It’s the perfect partnership.”
In addition to an original flavored energy beverage, JetSet debuted traditional mixers two months ago: ginger ale, club soda and tonic water. The ability to mix energy drinks with alcohol or juice is a selling point for the company as it targets youth.
Go Fish is a video hosting platform and social networking community with a base that is 65 percent male and mainly ages 17-34. “Dream Date” combines three trends: online video, online gaming and social networks, said Michael Downing, co-founder and CEO of Go Fish Technologies Inc., San Francisco.
“In this campaign we are taking viral marketing techniques to the next level because the best way to get votes is to utilize community,” he said.
The show can be accessed only at www.GoFish.com. The final two weeks of the contest will include highlight reels that have a host’s commentary and that update members on the latest results. Go Fish plans to host more reality shows in the future.
The JetSet brand will be featured in pre-roll footage of “Dream Date” videos as well as holding predominate banner space in contest update e-mails sent to members. The Go Fish marketing will link to the beverage site at www.drinkjetset.com.
JetSet plans to use other promotional trips including a surf trip and a trip to Las Vegas in partnership with Steve Striker, founder of Striker VIP, a Las Vegas trip planner known for getting customers access to exclusive venues and events.
The beverage company plans mainstream television and radio ads in addition to continuing some of its more nontraditional techniques. For example, JetSet drink cans feature northern California DJs who promote the drinks at local clubs and shows where they perform.
The drinks currently are available only in northern California, Washington and Oregon. Mr. Silver is negotiating with national beverage distributors including a major U.S. beer purveyor. n