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This Friendsgiving, carbonated beverage brand IZZE wanted to get in on the mix with a social media campaign tied into an e-commerce and pop-up component. To help hosts determine their Friendsgiving feast theme the brand activated Instagram in a chose your own “Friendsgiving” adventure. Through a series of questions like, What do you do on a Friendsday night, How do you listen to your favorite tunes, What’s your spirit animal, and What kind of drinks are you making on a friendsday night, help define your Friendsgiving theme from a Throwback Thanksgiving to Bon Appetizer and Home Away From Home-Cooked.
The brand then utilized Instagram shopping integration like2b.uy to provide access to all the featured elements of the feast theme. With an Amazon Friendsgiving Wishlist, users can shop all the curated décor items from tablecloths to tea lights to tablewear, and then check out the Pinterest board for all the recipes needed to complete the feast from IZZE cocktails to side dishes and main entrees. It’s everything you need right in the palm of your hand.
IZZE also wanted to celebrate the Friendsgiving event IRL. Partnering with Handmade Events the brand set out to host their own Friendsgiving pop-up. The event encouraged participants to grab a group of friends, bring their festive foods and holiday décor to come celebrate Friendsgiving. To add an element of surprise, the location remained a secret until participants were notified by email day of the event. Prizes were awarded for top tablescapes, and event proceeds were donated to a local food bank.
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Takeaway: Brands have always looked to occasions as an opportunity to connect with consumers, but as traditional families are redefined, it’s important to focus on occasions in broader terms. Look for ways that you can play a role in the occasion, beyond just being a product.
Photo Credit: IZZE