Tic Tac, Ferrero’s mints brand has announced the launch of the first phase of its first-ever fully integrated marketing campaign called ‘Shake it Up’. The campaign is aimed to help people break out of the mundane and make them finding new original ways of doing their routine.
Photo: an online game invites fans to shake it up, a snapshot from tictac.com.au
The Shake It Up campaign uses print, outdoor, TV, online, mobile and social media engagement to provide fans with some facts on traditional human behavior, and then to let them Shake It Up.
«We know that millennials all over the U.S. are experiencing life and sharing it with one another online,» said Noah Szporn, category manager for Tic Tac mints of Ferrero U.S.A., Inc. «To engage with our consumers in a more meaningful way, we needed to not only go where they are interacting, but to also speak with them with a more lively message that expresses a larger philosophy – that is how the Shake it Up campaign was born.»
Tic Tac has also teamed up with Gen Art and will sponsor the Gen Art Lounge in Park City, Utah during the Sundance Film Festival. Together they will create a comedic short by actor, Jareb Dauplaise, in which he teaches consumers on how to shake things up every day.
Guests will be able to create their own fun videos throughout the weekend. When Park City is finished, the Tic Tac brand and Gen Art will continue to entertain public with two additional film screenings in New York and Los Angeles where they will try to make consumers get out of their “comfort zones” and do something offline.
There is no campaign without Facebook and Twitter, of course, and an instant win sweepstakes and tips on how to break out of the mundane will appear on the Tic Tac Facebook page and can be followed on Twitter. A special Augmented Reality mobile application, will allow users to interact with Tic Tac mints packages, play games and get to know how to shake things up. The application will be available and free for all iOS and Android mobile devices in early February.
In 2010, Tic Tac held the ‘shaking’ campaign entitled ‘Shake, Share & Care’ that in support of Breast Cancer Awareness as well as all those affected by cancer.
Tic Tac will also continue ‘shaking things up’ in Chicago and Los Angeles in early 2012 with interactive outdoor ‘paintless graffiti’ activations that will provide tips and reminders to consumers.
