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"Sierra Mist’s 'Tipsy-Taxi' turned me on to
a cool, refreshing drink and gave me a ride home. What an excellent
way to promote safety and a new beverage to the public!"
-Dina W. Counselor, San Diego Unified School District
Sierra Mist needed support for their national launch and sponsorship of Super Bowl in San Diego, CA. Campaigners developed the Sierra Mist Super Bowl Street Team and targeted college campuses and local hot spots to yield a highly successful product launch.
OBJECTIVES
• Increase Brand and Product Awareness
• Create a Positive Buzz for the Product
SOLUTIONS
• Developed Sierra Mist Super Bowl Street Team, a 5 day campaign in
San Diego leading up to the Super Bowl
• Street Marketing and impromptu visits by the Sierra Mist Super Team
• Distribution of Sierra Mist product and t-shirts
• "Secret Shopper" program on college campuses
• 2 Limo-style Navigators operating as "Tipsy Taxis" and transporting
people to and from downtown San Diego
EVENTS/VENUES
• Local colleges including: University of California, San Diego State
University and University of San Diego
• Local malls including: University Towne Center, Mission Valley Mall and
Horton Plaza
• Hot spots such as the Gas Lamp district, Pacific Beach, Mission Beach,
La Jolla and Old Town
RESULTS/HIGHLIGHTS
• 500,000+ street impressions
• "Good Cause" exposure via the "Tipsy Taxi
• 200+ participants in the "Tipsy Taxi" event
• Positive press in the Los Angeles Business Journal
• Approximately 10,000 samples distributed
• 1,200+ t-shirts given away
• Approximately 100 prizes given out to "guzzling participants"!
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