Shopper Marketing - August 2018 - 44

44

SHOPPER MARKETING AUGUST 2018

SO-LO-MO Central

Dan Ochwat, on the So-Lo-Mo
beat since 2011, served as an editor
of Shopper Marketing for nine years.
Send comments and So-Lo-Mo
news to solomo@p2pi.org.

A roundup of social, local and mobile marketing activity at retail

SOCIAL

To the surprise of this writer at least, Americans voted and officially approved Kraft
Heinz to roll out Heinz Mayochup, a blend
of mayonnaise and ketchup. Before greenlighting the condiment, Heinz ran a social
campaign asking consumers for their blessing in the product and name. If the brand
received more than 500,000 votes in favor
of the condiment, it would be a go. Heinz
reported it got well over that number. Nicole
Kulwicki, director of marketing at Heinz, said
in a press release that people for years have
been mixing the two condiments and the
Mayochup name had made its rounds. But
with the new offering and campaign, Heinz
wanted to make sure the product lived up to
the legend. The social effort is just the start
of a larger campaign with TV, digital,
Heinz social print and in-store sampling. It's a great
use of engaging consumers over social.
survey.

Movie ticketing platform Fandango has integrated its service
Buy
into Instagram, rolling out a "Buy Tickets" button inside posts
tickets via
on its Instagram profile. The button instantly takes users to
Instagram.
buy tickets for a movie being promoted, to buy merchandise
and posters, or to take advantage of exclusive offers. Fandango
recently launched a loyalty program that allowed members to earn points for
purchases of theater tickets as well as streaming movies and shows at home.
The Instagram play is one more option to buy and build up loyalty.
Evelyn and her gang of robots, stars
of a national Sprint TV campaign,
are being featured in a social video
series called "Road Trip." The videos
have fun with the robots as they
leave the lab and march over to the
Sprint headquarters. Sprint first unveiled the Evelyn robot character in
a Super Bowl TV spot but expanded
on that effort with a new TV campaign that first ran around the NBA
playoffs. The videos, which are being
promoted on Twitter and other
networks, are shorter/quick
hits compared to the 30- and
A robots
60-second TV spots.
road trip.

Nestle Waters launched a health-positive social sweepstakes
in partnership with the stars of the WWE (World Wrestling
Entertainment), sending one winner to see the SummerSlam
event live. Nestle and the WWE are telling consumers to
#ChooseWater and educating consumers on the importance
of staying hydrated. The partners are sharing videos on Twitter and Instagram featuring WWE stars including Charlotte
Flair and Titus O'Neil and encouraging their fans to drink
water to live a healthier lifestyle. Fans can enter the sweepstakes by following the WWE on Twitter and Instagram and
tweeting or Instagramming a message about #ChooseWater.
Nestle earlier in the year announced a broader initiative
to promote healthier lives for children, and with the
WWE social
WWE being popular among kids, the tie-in fits nicely
sweepstakes.
into the new outreach.



Table of Contents for the Digital Edition of Shopper Marketing - August 2018

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
Shopper Marketing - August 2018 - 10
Shopper Marketing - August 2018 - 11
Shopper Marketing - August 2018 - 12
Shopper Marketing - August 2018 - 13
Shopper Marketing - August 2018 - 14
Shopper Marketing - August 2018 - 15
Shopper Marketing - August 2018 - 16
Shopper Marketing - August 2018 - 17
Shopper Marketing - August 2018 - 18
Shopper Marketing - August 2018 - 19
Shopper Marketing - August 2018 - 20
Shopper Marketing - August 2018 - 21
Shopper Marketing - August 2018 - 22
Shopper Marketing - August 2018 - 23
Shopper Marketing - August 2018 - 24
Shopper Marketing - August 2018 - 25
Shopper Marketing - August 2018 - 26
Shopper Marketing - August 2018 - 27
Shopper Marketing - August 2018 - 28
Shopper Marketing - August 2018 - 29
Shopper Marketing - August 2018 - 30
Shopper Marketing - August 2018 - 31
Shopper Marketing - August 2018 - 32
Shopper Marketing - August 2018 - 33
Shopper Marketing - August 2018 - 34
Shopper Marketing - August 2018 - 35
Shopper Marketing - August 2018 - 36
Shopper Marketing - August 2018 - 37
Shopper Marketing - August 2018 - 38
Shopper Marketing - August 2018 - 39
Shopper Marketing - August 2018 - 40
Shopper Marketing - August 2018 - 41
Shopper Marketing - August 2018 - 42
Shopper Marketing - August 2018 - 43
Shopper Marketing - August 2018 - 44
Shopper Marketing - August 2018 - 45
Shopper Marketing - August 2018 - 46
Shopper Marketing - August 2018 - 47
Shopper Marketing - August 2018 - 48
Shopper Marketing - August 2018 - 49
Shopper Marketing - August 2018 - 50
Shopper Marketing - August 2018 - 51
Shopper Marketing - August 2018 - 52
Shopper Marketing - August 2018 - 53
Shopper Marketing - August 2018 - 54
Shopper Marketing - August 2018 - 55
Shopper Marketing - August 2018 - 56
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