As part of ongoing efforts to reach out to younger consumers while also maintaining strong relationships with existing older customers, Sweet’N Low and AOR Kellen Communications partnered with producers of the Broadway musical comedy Nice Work If You Can Get It.
“It was a nice fit to embrace young and current consumers because the show’s demographic is 65% female, ages 25 to 55,” says Sweet’N Low brand manager Monica Oliva. “And one of the show’s songs, ‘Sweet and Lowdown,’ fit perfectly.”
A press release announcing the campaign was sent to traditional media outlets and bloggers covering theater on September 20. Bloggers covering giveaways were also targeted.
The random drawing sweepstakes ran September 20 to December 15 on www.sweetnlowpromotions.com and was promoted on Sweet’N Low’s Facebook page. Entrants provided their name, email, and phone number for the chance to win the grand prize of two VIP tickets to the musical that included meeting the stars backstage, two plane tickets, two nights in a hotel, and various Sweet’N Low souvenirs.
The campaign was promoted regularly on the musical’s Facebook page and in a September e-newsletter.
Message-trained street teams handed out co-branded Sweet’N Low packets and flyers at New York City’s Food and Wine Festival on October 12 and at the Macy’s Thanksgiving Day Parade on November 22, where the musical’s cast members performed. One packet with a gold star was handed out during each event, and the recipients each won two show tickets.
Facebook posts promoted the street teams’ location and the chance to win show tickets from them.