JE
Surge Soda
Social Strategy
Challenge 1: Don't want to appeal to Surge Soda lovers, but to Tweens (Gen Z) who may not even know what Surge Soda is.
Challenge 2: Tweens have always been told what they can and can't have, what they can and can't do, and how when growing up one has to become mature and fun is taken away from them.
Tweens Mindset:
"Society always tells us what to do, what not to do, they don't let us have fun when we grow up with rules and work... well growing up sucks and we are going to be the rebels"
Strategy: Rather than promoting the great flavor or energy Surge Soda gives you, since there is high possibility of backlash, we wanted to show how Surge Soda gives you the opportunity to break the rules, have fun, and never have to grow up or listen to others.
Goal: Increase brand awareness targeting a new consumer segment, that in turn generates enough demand that Surge Soda never has to go back off the shelves.
Findings of Gen Z:
-
Represent 25% of our population
-
Multicultural mindset
-
Communicate visually across different platforms
-
Prefer short and visually engaging content
-
We need to use collaborative creation and live-streaming technology empowering the user
-
They want experiences not stories
Idea: Interact with Tweens in a way that allows them to have fun and be able to "break the rules" of having to grow up
Execution: Play childhood games on different social platforms, Live-streaming visual platforms. Allows Tweens to become part of the event, create their own visual content, and share it with others.
SnapChat:
-
Create a Live Event Story with the idea of a worldwide challenge that incorporates the idea of "having fun"
-
We will use influencers to begin the challenge and start challenging other "celebrities" to join
-
Influencers are also able to challenge their own followers
-
-
As the challenge gets spread out across the world, live Snaps from Tweens would be carefully selected and curated to become part of the story
-
Surge Ambassadors will be sending Snaps of them drinking a Surge Soda during the story
Vine:
-
To keep the theme of "having fun," we will create a Vine series of people pranking each other.
-
What is one childhood experience we all love and remember? Pranking your best friend, dad, mom, brother or sister and laughing.
-
What makes you prank other people? Surge Soda because it lets you be young and have fun forever
Periscope:
-
To show Tweens staying young is better than growing old and following rules, we will create a series of challenges "Old vs. Young"
-
We will use different influencers Tweens currently follow on different social platforms and create competitions for them
-
The users will be the ones deciding what will be the challenge and how they have to compete
