BUSINESS CHALLENGE

Each Holiday season Sierra Mist releases their ‘limited time only’ flavor Cranberry Splash to an anxiously waiting loyal and devoted audience – possibly verging on fanatical. Their love for the festive beverage runs so deep that it drives them to create websites and blogs devoted to it. Sierra Mist came to us to help them mobilize this powerful force by giving them tools to spread their Cranberry Splash love to a broader audience.

THE IDEA

Our research revealed that the Sierra Mist audience is a creative bunch when it comes to the Holiday season. Re-gifting was repeatedly mentioned as ‘new tradition' they practiced in various ways.

Re-gifters Anonymous was created to bring to light this ‘new tradition’ of re-gifting with a series of humorous video confessions along with an online application that allowed viewers to try re-gifting themselves.

The 6-week program played on Break.com and Facebook.

The Cranberry Splash community embraced re-gifting and spread the funny gifts supplied by the program like crazy. Cranberry Splash branded gifts were offered for free in the Facebook gift shop for a limited time. The application allowed participants to upload a photo of themselves and obscure their identity by applying a black bar across their eyes just like the confessors in the video series.

The sweepstakes component of the program gave viewers the opportunity to win the ultimate

re-gift proof gift - A $500 American Express Gift Card.

RESULTS

1. • Overall, the campaign received more than 118,000,000 impressions
   

2. • The videos exceeded 777K views
   

3. • 518,560 re-gifts were given directly inside of the ad unit + users could click directly
   

4. to the gift store via the ad.
   

5. 
   

PROGRAM ELEMENTS

1. •  Facebook Partnership
   

2. •  Free branded re-gifts in Facebook Gift Shop
   

3. •  Break.com Channel page
   

4. •  6 confessional videos
   

5. •  Online re-gifting application
   

6. •  Contest to win $500 gift card