Vitamin water mix Emergen-C has added new interactive elements in year two of its sponsorship of the Burton Super Demo Tour which hits snow and ski resorts around the country and the Burton U.S. Open. Evolving from mostly sampling last year the vitamin drink has created its own footprint in a Get Shred Ready Igloo on site and put badass brand ambassadors on the mountain snowboarding with the pros.
And though Emergen-C has upped the interactive level this year the ultimate goal is still to get consumers to sample the product.
“What we found is that when somebody tries our product they have an 85 percent tendency to repeat and try us again ” Michael Galef vp sales and marketing at Emergen-C told Buzz. “Our main vehicle is to get as many packets as we can into as many hands as we can in an environment that’s fun for the consumer to engage with the brand.” The sponsorship targets Emergen-C’s core consumer the 18-35 active outdoor types which attend Burton’s tour.
On site Emergen-C stands out in an electric blue (its signature color) igloo with three entrances. Inside consumers can pick from their favorite flavors stocked in giant Emergen-C boxes. They’re then directed to a circular bar equipped with three taps that release fizzy water to mix with the Emergen-C powder.
Outside snowboarders carrying branded Emergen-C pass backpacks pass out samples on the mountain and encourage the crowds to enter a sweeps offering a winner and friend a chance to attend the Burton U.S. Open in Vermont. The tour kicked off Jan. 2-4 at Copper Mountain Resort in Colorado and concludes March 16-22 at the Burton U.S. Open in Stratton Mountain Resort in Vermont.