Juicy Fruit STIX Snowboarding Tour
The Challenge / Opportunity:
Our Wrigley’s client required an innovative method by which to launch new Juicy Fruit STIX to target consumers in the first quarter of 2009.
What We Did:
InField developed a program to target snowboarders in a meaningful way and offer them something unique. The Juicy Fruit STIX Snowboard Tour was launched in Q1 2009 Q1 2009, targeting select hills across Canada. As part of the rollout, we introduced a 70m/sq inflatable cushion situated at the base of a branded start gate and ramp. As best described by Olympic hopeful Brad Martin, “It looks like a lot of fun, not to mention a very cool training tool when you are trying a trick for the first time. I think that stuff like this helps younger kids get more comfortable on a board and trying new stuff out without the risk of injury.” It truly is confidence in a bag!
InField reached out to a few select strategic partners to bolster the tour appeal to the target demographic. The supporting cast member that was clearly heard by all was Universal Music who provided live entertainment under a branded Juicy Fruit tent, spinning the latest in hip-hop, house and rock with local DJs/artists.
The partnership with Universal Music added authenticity with the teenage demographic by adding fun and excitement to the interactive activation. In addition to the popular DJ appearances, 10,000 co-branded sampler CDs were created in four different genres and distributed to snowboarders on the hill.
To add additional authenticity to the program, InField brokered a value-added partnership between Wrigley’s and the Canadian Snowboard Federation (CSF); a partnership that positioned Juicy Fruit as the official gum supplier to Canada’s National Snowboard Team. Elements include branding, VIP hospitality (LG Snowboard FIS World Cup at Cypress, LG Mountain Festival at Park Royal as well as the Canadian Snowboard Nationals), promotional integration, and a strong activation between the brands to ensure a more sustainable partnership with the snowboard community.
Program Results:
The program generated 2.7 Million impressions, 1 million of which were based on the program's social media marketing strategy. Most importantly to our client, the Juicy Fruit STIX Tricks Team successfully drove trial of 400,000 samples. What we like about this program is that we delivered beyond just impressions. By way of this program, InField was able to forge a sustainable conversation in the snowboarding space for our client – one that currently has us working on an expanded 2010 Tour.
Dates Executed:
Canada Olympic Park
Calgary, Alberta
February 28 – March 2, 2009
Silver Star
Vernon, British Columbia
March 7 – March 9, 2009
Panorama
Panorama, British Columbia
March 10 – March 12, 2009
Mount St. Louis Moonstone
Barrie, Ontario
March 16 – March 18, 2009
Stoneham
Stoneham, Québec
March 20 – March 22, 2009
Camp Fortune
Ottawa, Ontario
March 27 – March 28, 2009
Mount Tremblant
Tremblant, Quebec
March 30 – April 4, 2009
