Tic Tac Attracts Millennials with Sweet Customization
A native app, RFID technology and a campaign microsite helped Ferrero’s Tic Tac brand reach millennials and tap into the customization that younger consumers enjoy. Attendees at the month-long My Pack Tour, a mobile tour that traveled to music and arts fests, gave them the chance to create custom Tic Tac packs and share their photos on social media as part of its larger Shake It Up marketing campaign.
Attendees received empty Tic Tac boxes labeled with RFID stickers for tracking, then chose their flavors from 13 giant cylinders via tablet computers to create their custom mix. Next, they printed custom labels with their name or whatever they wanted their label to say. Each stop included a green screen photo op for social sharing, including an eight-foot-tall Tic Tac box in which they could pose for photos. Participants received an email that included their custom flavor mix and reminded them to #shakeitup! A separate campaign microsite mimicked the on-site experience and allowed consumers from all over the country to create and share virtual Tic Tac packs. The brand surprised random people by making and sending their creations to them.
The results had Tic Tac marketers all shook up, too: custom pack creation exceeded its goal by 31 percent; 78,000 Facebook impressions were achieved and 9,832 custom packs created on-site via the app; 1,740 green screen photos were taken and 2,208 digital packs shared.