Tampico Beverages, a leading global refrigerated juice drink brand, today announced its recent launch of an interactive “Piñata Bash” social media contest and 3D Facebook app to promote its 20-ounce, single-serve, refrigerated juice drinks among young adults in target markets nationwide.
Built on a theme of “irresistible fun” geared to appeal to Tampico’s multi-ethnic young adult brand following, the campaign brings back a traditional Hispanic cultural icon – the piñata – in a cool new urban, contemporary and relevant way. A piñata is a colorful papier-mâché or other type of container that is decorated, filled with toys, candies and other goodies, and then broken open in celebration. The campaign on Facebook, Twitter and YouTube is supported by online advertising as well as guerrilla videos and ongoing field marketing activities.
“We’re excited to introduce ‘Piñata Bash’ because it reinvigorates and unites two nostalgic cultural icons – Tampico and piñatas – not only physically, but also digitally, with an ability to share the celebration with friends,” said Marta Gerdes, Tampico’s vice president of marketing. “Tampico is known for delivering a full explosion of irresistible flavors from Latin America and the Caribbean Tropics. Similarly, the ‘Piñata Bash’ delivers an ‘explosion of fun’ experiences across multiple marketing channels: digital and social media, field marketing, and point of sale. We’ll have all sorts of fun with our fans, giving away prizes, chatting about pop culture, bashing piñatas and sharing cool new Tampico drink recipes.”
Participants may enter the sweepstakes by personalizing a digital piñata and sharing it with a friend who breaks the piñata, or by breaking a piñata that a friend has shared with them. Each combination of piñata “maker” and “breaker” represents one entry as a pair of contestants. People may enter as many times as they want, both as a “maker” or “breaker,” but each entry must be different and submitted separately.
Playing “Piñata Bash” is easy: From now until September 3, 2012, go to facebook.com/drinktampico, click the sweepstakes promo, follow the instructions and go to town on a piñata. Prizes include:
Grand Prize: each member of one winning “piñata maker/breaker” pair will receive one 2012 Fiat 500, each with an approximate retail value of $18,000 ($15,500 base cost plus up to $2500 in customization options selected by the grand prize winners, but subject to availability).
First Prize: each member of one winning “piñata maker/breaker” pair will receive one Republic Bicycle, each with an approximate retail value of $500 ($399 base cost plus up to $100 in factory options selected by the second prize winners, but subject to availability).
Second Prize: each member of one winning “piñata maker/breaker” pair will receive one ColorWare, Beats by Dr. Dre headphones, each with an approximate retail value of $500 ($399 base cost plus up to $100 in customization options selected by the second prize winner, but subject to availability).
Third Prizes: each member of six winning “piñata maker/breaker” pairs will receive one skateboard (make and model to be determined at the sponsor’s sole discretion, each with an approximate retail value of $150).
Fourth Prizes: each member of 10 winning “piñata maker/breaker” pairs will receive one skateboard deck, each with an approximate retail value of $50 (make and model to be determined at the sponsor’s sole discretion).
The campaign was developed by Roar Media along with Macias Advertising in Miami.