When Hansen’s Natural Soda wanted to promote their “Hansen’s Loves San Francisco” Online Photo Contest, while also exposing Bay Area residents to their brand, they turned to EMC for some fun and exciting guerrilla out of home to make a big splash in the city by the bay.
The contest encouraged residents to show their love for both Hansen’s and San Francisco by taking a photo with them, their friends, family, and their Hansen’s somewhere in the San Francisco Bay Area — showing off its natural beauty, landmarks, or their favorite spots. The photos could then be uploaded to the contest website.
The Hansen’s team consisted of 3 Brand Ambassadors, driving a pair of wrapped Smart Cars, and a wrapped van traveling throughout the San Francisco Bay area to popular and crowded locations where they could stop, set up shop, and start distributing free samples of Hansen’s while informing the public about the contest — and even taking pictures for people and uploading them directly to the contest.
Because the team was mobile and completely self-sufficient they were able to quickly move from place to place through the market, and selectively target locations with high levels of foot traffic. This created spontaneous events around some ofSan Francisco’s most iconic and popular locations like the Golden Gate Bridge, Fisherman’s Wharf, The Marina District, Lombard Street, and local street festivals.
With the team traveling to such a wide variety of locations it meant that they were able to meet and engage with the full cross section of San Francisco residents, from young, to older demos, college students, Giants fans on their way to the game, Newlyweds on their way to the reception, Bikers (both kinds), surfers, and one very enthusiastic skateboarder! The team even made sure to keep the local police officers and fire fighters refreshed!
Over the course of this 4-week program the team was able to engage with thousands of San Francisco residents, distributing almost 16,000 samples! The OOH campaign was also closely integrated into the promotion’s online campaign, with the team posting updates on Twitter about where they were, and where they were headed throughout the day. By the end of the campaign they had almost 1000 followers.
This campaign presents a great example of how effectively guerrilla outdoor advertising can be used to reach a large area, and how it can be integrated with online and social media to create a comprehensive experience that will draw your audience into deeper brand engagement.
Contact us to find out how we can help you develop exciting campaigns to reach your audience.