Here’s how an unforgettable experiential campaign reached 3 million people and drove 67K engagements in just two days.
When Coca-Cola refreshed smartwater with a brand new visual identity — complete with new logo, packaging, and bottle design — they turned to Viral Nation for a “never been done before” idea to make a splash and introduce smartwater’s rebrand in a powerful way – in less than 3 weeks!
Viral Nation developed an immersive and unforgettable experiential marketing campaign aptly named #TheDrop. The goal was to position smartwater as fresh, trendy, and buzz-worthy, while also telling a compelling story about its new visual identity.
We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.
We created a multi-faceted experience for #TheDrop campaign that was both visually stunning and interactive that spanned two days, two coasts, and two cities – LA and NYC.
First, we designed an eye-catching, modified truck emblazoned with smartwater’s new branding, which pulled triple duty as a moving billboard, pop-up on wheels, and the perfect backdrop for selfies. But the real magic happened inside the truck, where visitors beat the heat with a refreshing mist inspired by smartwater’s unique vapor-distillation process.
Then, we enlisted the help of over 43 top influencers to create organic social media content to help bring smartwater’s new look to life.
We also recruited a talented group of local artists from each city, who customized attendees’ smartwater bottles with personalized art on-site that doubled as memorable keepsakes.
We didn’t forget about the influencers either – they received a limited-release swag box that included a branded fanny pack, bucket hat, and a pair of Apple AirPods or Apple Watch, in addition to a free bottle of smartwater.
All of these elements combined to create a truly unforgettable experience that captured imaginations and inspired consumers to see smartwater in a completely new way.
It’s not just about creating great experiences – it’s about creating measurable moments that make an impact. That’s why we incorporated social media in every aspect of the campaign.
Thanks to these efforts, smartwater’s #TheDrop campaign achieved some truly impressive results and we’re proud to have helped reintroduce smartwater to the world.
Connect with Viral Nation today to learn how we can help you build the perfect marketing campaign.
