Social media is all about real-time interactions. So, fruit-flavored beverage company Tampico Beverages is leveraging the impulsiveness of social media in its new “Act on Impulse” campaign.
The campaign launched at the end of May and runs through the end of the company’s fiscal year in September (at which time Tampico will determine whether it will continue or change the program). It aims to reflect Tampico’s mantra of “bottling irresistible” taste sensations reminiscent of life moments that often occur on impulse, says Tampico VP of Marketing Marta Gerdes. To play up the spontaneity, Tampico Beverages is hosting a number of spur-of-the-moment Facebook contests. Consumers can “get impulsive” by completing a task within a limited, but unspecified time frame for the chance to win a prize (participants must first provide the brand with their name and email address). The tasks range from submitting a picture of a “funky” facial expression or a recording of a “Tarzan yell.” Although Gerdes would not disclose the campaign’s initial results, Tampico’s official Facebook page currently has more than 83,000 likes.
It’s no secret that adults are social media mavens. Accorded to Experian, U.S. adults devoted 27% of their time online to social networks in 2012. However, adults’ usage isn’t the only reason Tampico decided to target young adults between 18 to 24 years old. Gerdes says the 25-year-old beverage company wanted to continue to engage a consumer group that has grown up with the brand.
“The young adult consumer became extremely important to us,” Gerdes explains. “We wanted to ensure that whatever dialogue we established with them when they were youngsters or kids within a family environment, we were able to continue that as they go out themselves and become the families of tomorrow—so there’s this engagement that’s throughout their life stages and not just in a family environment.”
She adds that this campaign and word-of-mouth marketing reinforces brand loyalty and advocacy, and prevents young adult consumers from feeling “bombarded” with advertisements. In addition, she says that those consumers are more likely to engage and be loyal to brands who are transparent with them and encourage user-generated content.
“I think the consumer of today, particularly the young adult consumer, is leery of traditional advertising simply because there are so many options and so many vehicles available to them,” Gerdes says. “As we are all in this world of multitasking and being able to manage incredible amount of information and input coming our way, we wanted to make sure that we hooked in on the media vehicles that are most likely to break through.”