To connect with college kids and promote its Flavors with Benefits campaign, beverage brand SoBe activated at Spring Break hotels, beaches and nightspots with samples and other freebies. The four-week program took place from March through early April at Lake Havasu, AZ, Panama City Beach, FL and South Padre Island, Texas.
Through hotel partnerships, SoBe offered check-in and pool sampling and in-room product drops. Signage around the hotels and pool areas also featured the brand. On the beach near the Panama City Beach and South Padre Island hotels, the SoBe Lizard Lounge offered branded cabanas, daybeds and a tiki-style sampling bar where students could try out a Flavor Flight and participate in SoBe challenges to win prizes. Palm trees shipped in for the occasion added to the ambiance. A stage in each lounge featured guest djs and small concerts. At Lake Havasu, a branded sampling boat with large SoBe lizards on the sides and equipped with a sound system, huge daybed and lounge area hit the water, delivering samples to Spring Breakers and giving people the chance to come aboard and chill out. At night in all three destinations, SoBe offered “skip the line and the cover” access to VIP areas in clubs. Breakers also could purchase SoBe-inspired cocktails and win opportunities to win access to the cabana for them and their friends the next day out on the beach.
SoBe kept track of the activities on Facebook with updates, videos and an Instagram feed. In addition, students who checked in to the destinations on Foursquare were registered to win a trip to MTV’s Spring Break broadcast from the Palms Hotel in Las Vegas.
“We wanted to create an authentic approach, the SoBe way, to reach college-aged Spring Breakers,” Rebecca Granne, senior director at SoBe, told Buzz. “The three-destination takeover allowed us to widely spread our message, keeping SoBe top of mind with our target consumers and leaving a lasting impression beyond Spring Break.” Agency: Motive, Denver.