LaCroix engaged INDiVO an innovator in proven DTC and B2B promotional programs to help increase consumer awareness and participation in the 3-Day across the nation. INDiVO conceived of, developed, and created this web-based, consumer-submitted video website and promotional campaign, as well as coordinated input and participation between LaCroix Sparkling Water, the Susan G. Komen 3-Day and Pepperidge Farms. The campaign included an interactive website where participants could upload and share inspirational videos they had created about why they were participating in the 3-Day and banner links to sponsor websites. INDiVO also integrated the system with the Komen email distribution system that participants used to solicit sponsorship contributions from friends so they could link from the email to their video. Participants could also share their video submissions via social networks, and we captured consumer registrations and permission for future marketing efforts.
LaCroix® had forged an agreement to help sponsor the Susan G. Komen 3-Day™. Drink & Think Pink was created as an integrated marketing program designed to enlist the support of its retailers and consumers in helping to raise money to help find a cure for breast cancer. INDiVO, in partnership with EventNetUSA and LaCroix Sparkling Water, built the campaign to help drive brand awareness, build consumer loyalty, and pull product through key retail outlets with a branded sampling event that encompassed a multiple city tour. The program consisted of a pre-event in-store communications kit with posters and pallet display, on location product sampling through a mobile marketing team, and a free-to-consumer educational breast cancer awareness interactive CD-ROM. The media-rich CD-ROM presentation dynamically linked to an online landing page with consumer data capture for future marketing.
