SOCIAL MEDIA INFLUENCER ENGAGEMENT: Just before the biggest drinking holiday of the year, millennial web influencers were sent VIP Life Savers gift packs. The packs featured a cellphone pre-loaded with the Life Savers "Designated Driver" photo app and a press kit inviting them to share and participate in the promotion. The app was designed as a sweet way to make a silly gesture that celebrated designated drivers and raised drunk driving awareness.
SOCIAL MEDIA APP: With the “Designated Driver” app, users could superimpose a Life Savers halo over a photo of a friend they felt was a praiseworthy designated driver. Users could then submit their friend for entry to win prizes by posting their haloed photos on social media with the hashtag #DesignatedDriver. Submissions were aggregated on Life Savers’ Facebook photo page where participants could “like” their favorites. The top most “liked” postings won VIP Life Savers goodies and perks.
EXPERIENTIAL: A fleet of custom designed Life Savers cabbies was deployed to popular nightlife areas. An update of the “Designated Driver” app included a feature that enabled users to hail one of the cabbies for a ride home if they felt it was not safe to drive.
CONTEXTUAL CROWDSOURCED BANNER ADS: Spotify hosted music themed banner ads featuring lines crowdsourced from music enthusiasts Twitter postings.