The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Beverage Integrated Ad Campaign
Faygo isn’t necessarily the biggest pop brand in the world, but it’s loved by many. With the sheer number of flavors, types, sizes, and colors, there’s something for everybody. We set out to highlight this fact by inviting real people of all ages and backgrounds to officially join the Faygo POPulation. The campaign was based around two main things — encouraging uniqueness and sending positivity into the world.
We launched with outdoor boards and radio driving consumers to PopForThePeople.com, a microsite created specifically to hold the main message and serve as home base for the campaign. Fans could visit and join the Faygo POPulation by signing the Declaration of Pop. We gave those who did shout-outs on social, a campaign sticker, along with a chance to win a flavor-themed Faygo bike. And to add to it all, they could design their own flag to represent the campaign.
Then we hit the grounds of Flower Day at Eastern Market to capture and showcase an array of Faygo’s diverse drinkers by sharing their portraits across social media.
We followed up at Cadillac Square, where Redpop itself interacted with passersby. [cut to clip of video soundbite]
And to bring it all together, we took to Twitter to give a little boost of poptimism and positivity to peoples’ days.
Over the life of the campaign, Faygo garnered hundreds of thousands of organic impressions, proving that Faygo truly is a Pop for the People.
Contributors:
| PARTNER: | BILL MORDEN |
| PARTNER: | JOE MORDEN |
| SEM & WEB DEVELOPMENT LEAD: | JOE HOCHGREVE |
| DIGITAL PROJECT MANAGER: | EMILY SLOMKA |