Campaign Trail: SpikedSeltzer, JetBlue nurture niche audiences with food and drink
Campaign Trail is our look at some of the best and worst new creative efforts from the marketing world.
While the brand efforts under the microscope this week are both narrow in reach, each still has the potential for a compounded impact if the targeted niche audiences — Angelenos in the case of JetBlue and brides-to-be trying on wedding dresses in the case of AB InBev's SpikedSeltzer — appreciate the promotions designed just for them and become loyal fans as a result. As such, they're both a clever mix of audience insight and experiential marketing designed to drum up interest in each brand's offerings.
SpikedSeltzer jumps into speculation over Meghan Markle's wedding dress
The rundown: As anticipation grows for the British royal wedding on May 19, AB InBev brand SpikedSeltzer is joining the speculation around what Meghan Markle's dress will look like. The "Say 'Yes!' to the Mermaid" promotion supposes that the bride will walk down the aisle in a mermaid dress, a form-fitting style that flares out near the knees. Brides with an appointment on May 19 at Kleinfeld NYC, a well-known wedding dress boutique, will have a chance to receive $1,900 toward their gown purchase from the alcoholic sparkling water brand if they choose a mermaid dress. The brand is pledging to contribute toward the cost of 10 mermaid gowns purchased that day. To liven up the experience, the store will serve SpikedSeltzer and a cocktail inspired by a royal wedding cake called Slice of Spiked that's made with the brand's newest flavor, Ventura Lemon.
For those who don't have an appointment at Kleinfeld, the retailer will hold one spot for a last-minute booking on May 19, and brides can enter for a chance to get the appointment by following @SpikedSeltzer on Instagram. Not wanting to leave out grooms, SpikedSeltzer is offering them $5 off on their first Drizly delivery using the brand's name as a code.
The results: At first glance, the promotion appears like the brand is stretching to try to insert itself into the excitement around the British royal wedding, for which interest is high because Markle is an American. SpikedSeltzer's obvious bias for mermaid dresses makes more sense in light of the fact that a mermaid appears on the brand's packaging. The promotion also arrives at a time when the brand is ramping up its marketing. AOL reported that last month, SpikedSeltzer launched its first national brand campaign called "Follow Your Siren," in another reference to the mermaid on its packaging, and which encourages consumers to say "yes" to new experiences.
Targeting brides could be a smart move on the marketer's part as they may be watching the upcoming British royal nuptials even closer than most consumers, looking for inspiration for their own weddings. Other U.S. brands are capitalizing on what's expected to be a widely watched event, with Dunkin' Donuts taking a broader approach via special menu items and viewing parties while Kellogg's is creating a themed event for a more targeted audience of customers at its NYC cafe.
JetBlue gives LA a taste of NYC with coast-to-coast pizza delivery
The rundown: Get 'em while they're hot. Though pizza places typically deliver within a few mile radius, folks in Los Angeles can get a taste of classic New York pizza with a little help from director and pizza superfan Spike Lee. Patsy's Pizzeria in East Harlem is going the extra mile — or in this case, 2,800 miles — to serve up 350 pies a day in a partnership with JetBlue for pizzas "coast to coast. Crust to crust."
The stunt, called "Pie in the Sky," aims to promote the airline's LA to NYC route. Those in LA can type in their ZIP code on a microsite to see if they're eligible for pizza delivery from LAX from May 9-11. The entire delivery time totals eight hours, but for those that can't get their hands on authentic New York pizza, there's a short video of Lee demonstrating proper pizza-eating etiquette, including the cardinal sins of using a fork and knife or dabbing away the extra oil with a napkin.
The results: Postmates and GrubHub have nothing over JetBlue, the latest delivery service that takes things to a whole new level. The stunt is clever, and is likely the first coast-to-coast pizza delivery push that gives those in LA a literal taste of NYC. As of press time on Friday morning, the pizzas were already sold out and had left Patsy's Pizzeria en route to JFK airport. JetBlue kindly recommended West Coast folks book a flight to NYC to quench their pizza cravings. Anyone can also check out the hashtag #JetBluePieInTheSky on social media to see photos from the lucky few who scored a pie in time.
By partnering with Lee, a famous New Yorker, JetBlue was able to extend the life of the promotion, as the one-minute video is easily shareable online and can reach more people than the airline could deliver pizzas to during the three-day effort.
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