Best Advertising Integrated Ad Campaign

Zooppa is an online crowdsourcing platform with a creative community of 293,000 members, working with global brands and their agencies to source fresh, authentic content.

Zooppa worked with mike’s HARDER on a four part campaign to design their new seasonal cans. The campaign objective was to drive awareness to the new mike’s HARDER Lemonade flavors by building enormous social engagement across social/digital platforms.

For each of their seasonal flavors, Cinnamon Fire ‘n Apple, Dragon Fruit, Jamaican Lemonade, and Green Apple coming soon, Zooppa’s creative community was tasked with the following mission:

“Create jaw-dropping, knee-slapping, thirst-inducing can artwork inspired by the new mike’s® HARDER seasonal flavor.”

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The winning designs for each flavor were printed onto a limited edition of the can and distributed nationwide. In addition, the media from each portion of the campaign was used to generate social engagement across social channels and on mikesharder.com. Mike’s and Zooppa built further social buzz by asking fans to vote for their favorite designs on both mikesharder.com and Zooppa’s platform, encouraging participants to share designs on social media and bring even broader awareness to the campaign.

To date 989 designs have been submitted to the overall campaign, serving a total of 10 million impressions with another 5 million due surrounding Design the Next Can Part IV, set to start in June 2015. A total of $90,000 in awards has been distributed to the top designs, with another $30,000 allotted for part 4 of the campaign.

Contributors:

Hayden Anderl:	Zooppa - Senior Brand Strategist
Justin Kelly:	Mike's Harder - Brand Manager
Sandra Villareal:	Mike's Harder - Multicultural Marketing Manager

ZOOPPA

Location: United States