Mexican beer brand Indio continues to sponsor the Vive Latino festival in 2011 with TV work, online advertising, social media initiatives and a competition.
Using a TV spot, and YouTube film and engaging with the brand’s 13,000 Twitter followers to drive consumers to the Indio website and 250,000-strong Facebook page where they can enter the brand backed ticket competition.
Coupons on 12-packs of the product also enable purchasers to enter the cut price ticket competition.
The competition focuses on a ‘five question’ quiz about the festival and offers 1,000 winners 30% off ticket discounts. Reducing 700 pesos tickets to just 100 pesos. It takes place in early April 2011.
Comment:
This tactic sees the brand offers more people the chance to win prizes, but the prizes themselves are just reduced priced tickets rather than the more usual sponsor free passes.
A wide reach, but a shallow engagement?
Links:
http://www.indio.com.mx/vivelatino
http://www.indio.com.mx/blogindio/arte/staff/el-cartel-del-vive-latino-2011
www.youtube.com/watch?v=-ov6jP1N-W4
Leave a comment
You must be logged in to post a comment.