Glaceau: vitaminwater

Agency

Deep Focus

Situation Profile

Glaceau vitaminwater enlisted the services of leading interactive marketing solutions agency Deep Focus to build brand awareness via the social Web.

To promote Glaceau's fresh new approach to bottled water, Deep Focus tapped into the millions of Slide Top Friends users for a branded interactive campaign.

Campaign Objectives

Create awareness of Glaceau's enhanced water brand vitaminwater in a fun, viral way.

Execution

Slide designed three separate vitaminwater-themed "buy a drink" actions/virtual gifts which were distributed virally through Top Friends.

The action of buying each vitaminwater flavor corresponded to the real life bottle and packaging, creating brand awareness.

Slide users became brand ambassadors for Glaceau through the campaign.

Results

In a period of eight days, the campaign saw about 10 million "buy a drink" actions with the branded skins. This is an average of 1.2 million Glaceau vitaminwater virtual drinks sent a day.