Since few
years, brands are interested by poker tournaments. Poker is becoming more and
more popular. Cosmetics and clothes are especially targeting this market but
drinks do it also such as Carlsberg, Orangina…
In 2012,
Orangina launched a campaign for the contest “Orangina Poker Trip” where you
can win a trip for 2 persons in Las Vegas. With poker tournaments, target is specific:
men from 18 to 35 years old.
It’s a
segment that Fanta cannot reach, so Poker tournament is not the good way to
communicate for Fanta contrary to Orangina.
Thanks to
this campaign, Orangina could recruit new fans for his Facebook page as it was
a common way to participate.
The travel
was not the only one reward: there were plenty of Orangina goodies such as USB
keys, poker sets, small fridges …An efficient way to have a permanent ad at
home!
As written
above, Fanta has no interest in making ad for poker players as they are not
their core target. Nevertheless, as it is a trendy topic, Fanta UK introduced
the Fanta boys in a poker ad in 2012. You can watch the video below. Campaign
was then replaced by the international campaign “More Fanta, less serious”
By Smiling
Banana!
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