Glaceau Targets Millennials with Interactive Pop-up
To create buzz for the launch of vitaminwater10, Glaceau’s pop-up in the NoHo area of New York City offered its 18- to 29-year-old target audience, as well as visitors to Manhattan, a taste of its beverage in an interactive environment. A cute vitaminwater10 calorie girl in the window of the store demonstrating how easy it is to burn 10 calories by tweeting and blowing bubbles lured customers in to check out the fun. In an old school photo booth inside another window, consumers could take photos that became branded collages.
Inside, activity areas with cool games like foosball and Nintendo Wii corresponded to each of the drinks’ flavor characteristics. Consumers could also surf the web on computer stations and relax on chic lounge furniture and sip samples of the product. The pop-up also featured an art installation called “10 Wall” created entirely from 1,752 reused beverage bottles.
A total of 37,728 consumers sampled the product and 1,195 consumer surveys were completed with 80 percent of respondents saying they “liked or loved vitaminwater10 and would purchase it in the future.” Media impressions surpassed 50 million hits over the course of the 10-day event.