So Delicious, a dairy-free brand whose portfolio includes ice cream, creamers and milks, incorporated a new digital component in its annual summer mobile tour, allowing consumers along tour routes to tweet a request for sampling teams to visit them at places like their office, gym or local park. The tweets are populated on a “tweet wall” on the tour microsite, which shows where sampling teams are located and what consumers are tweeting, live.
The 27-market, bi-coastal tour kicked off March 8 and 9 at the Anaheim Natural Products Expo West in California and will wrap Nov. 3 at the Yoga Journal Conference in Miami. The team on each coast is traveling in sprinter vans and activating a high-end sampling bar and tent at health and wellness events as well as yoga studios and coffee shops, in addition to consumer-requested sites. The brand is also conducting guerrilla sampling with pushcarts in busy city centers. Michael Murray, vp-marketing and research and development at So Delicious, says the digital component supports the brand’s marketing mission of making personal connections with consumers and building brand advocacy.
“We want to engage consumers with our product and our brand in such a surprise and delight way that they are compelled to market to additional consumers and within their personal networks on our behalf,” Murray told Buzz. Agency: Brand Connections, New York City.