Cannes Lions
COLENSO BBDO, Auckland / FRUCOR / 2014
Overview
Entries
Credits
Execution
“V Battle Carts” was a social media led campaign where V’s Facebook community competed to host an event where their friends could drive the Battle Carts in a day of lawn-ruining action. Each person invited a minimum of 200 friends to attend. The objective was to use V Energy’s highly engaged social community to recruit others to participate with the brand.
Outcome
V Energy Facebook fans created 76 Battle Carts events.
• Those fans invited 72,918 friends to join them.
• And those people helped V Energy reach 1,155,029 Facebook fans (25% of NZ’s total population).
• This social reach was larger than the total energy drink audience of NZ (Source: Neilsen)
A Facebook fan in a town called Matamata was the winner. The event was so popular that 23% of the town’s population signed up to attend. On average, each person who attended drank almost 8 cans of V Energy! This shows the power of a social community in recruiting more loyal consumers.
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