Aquafina Deploys 'Spotters' to Award Cash Prizes - Event Marketer

Aquafina Deploys ‘Spotters’ to Award Cash Prizes

DB_Aquafina_2004 Ex
Brand: AQUAFINA PEPSI
Agency: EURO RSCG & TLP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2004

Pepsi-Cola Co. broke from the typical under-the-cap sweeps for Aquafina last summer when it sent street teams into 83 markets to award a collective 40,000 cash prizes to consumers spotted with its new Aquafina Essentials.

“Aquafina Spotter Crews,” assisted by a pair of branded Spotter Blimps, scoured top markets and handed out prizes ranging from $2 to $10,000. The blimps worked in tandem with the Spotter mobile van, SUV, and advance p.r. cars on the ground. Consumers were approached by the crews and invited to pick from a selection of random envelopes, all of which had cold hard cash inside (and a coupon for a free sixer of the drink).

A total of 238 events were visited, resulting in 400,000 direct interactions, 18,000 vehicle impressions, 78 million blimp impressions, $680,000 in free incremental media value, and a nine-percent volume lift at retail. Ahhh, refreshing.

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